The magazine targets an audience that dresses mainly in black and relates to blackness. The cover and interior pages use black as a dominant theme to attract this audience and help them identify with the magazine. The simple title, rebellious-looking artists on the cover, and casual letter from the editor aim to address the audience in a way that does not require too much thought. The contents focus on new bands, interviews, music guides, and concert listings - topics the target audience will enjoy reading about.