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. Major music festivals like Reading and Leeds are featured on the cover to appeal to hedonistic fans of alternative music. The cover story interviews the alternative rock band Arctic Monkeys, with the lead singer in the largest profile to draw interest to the article.