The target audience for the magazine is 18-24 year olds who enjoy club nights and concerts featuring bands that promote tattoos, drinking, and smoking. While the magazine appeals to both boys and girls, it may attract more male readers given its focus on typically male-oriented music genres and stereotypes. The typical reader is someone who frequently attends live music events, purchases band merchandise, drinks alcohol like Red Stripe and Jagermeister, and holds student or entry-level jobs as they appreciate their youth.