The target audience for the magazine is university students aged 16-24 in the UK. Feedback showed the audience was 60% female due to the purple color scheme and images of girls used. The audience falls into the middle class and the main psychographics are strivers and experiencers, who are fun-loving and seek better lives. Some may also be achievers. The socio-economic group is E, for students and casual workers. The geo-demographic is people living in Leeds, England or surrounding areas who are interested in music and fashion.