The magazine NME targets an alternative audience interested in music. Its masthead uses a bold sans serif font in red with a black and white border, conveying a rebellious image. The title as an acronym and sounding like "enemy" also suggests a non-conformist attitude. The magazine features the Reading and Leeds music festival to appeal to hedonistic music fans. Arctic Monkeys are the cover stars, with the lead singer Alex Turner most prominently featured, likely to encourage readers interested in his comments.