This magazine targets 17-27 year olds interested in indie/rock music. To represent this group, the magazine includes a music festival competition, focuses on artists who play instruments like guitar, and features models dressed in clothing found at stores like Urban Outfitters. While some stereotypes of the genre include substance use, the magazine avoids explicit images and focuses more on the music and fashion to represent its target audience. Photos are taken at locations this group would visit, like homes and outdoor areas, with lighting, poses, and language designed to engage younger readers interested in indie culture.