The magazine focuses on the hip-hop genre, highlighting its origins in the 1970s among African American culture and its evolution to attract a wider audience, including young black males and females aged 12-19. It aims to inspire hope through stories like Jack Loach’s, while its accessibility is enhanced by an affordable price of £2. The magazine design utilizes stereotypical hip-hop fashion and a color scheme of black, red, and white to create a professional appeal that aligns with existing hip-hop magazine conventions.