The target audience for the media project is a lower middle class teenager who enjoys music, socializing, drinking, fashion, the arts, and lives a quintessential teenage lifestyle. They may be in a band themselves and have an anarchistic worldview. They have eclectic musical tastes that include both pre-modern heroes and new artists across genres like indie, reggae, rock, and hip hop. They are interested in pubs, festivals, college, vintage fairs, gigs, art, house parties, and cities like London and Amsterdam, as well as photography.