VIBE is a music and entertainment magazine founded by producer Quincy Jones. The magazine’s target demographic is predominantly young, urban followers of hip-hop culture, both male and female. (50.5% of VIBE’s audience are male and 49.5% are female). This suggests that the audience for VIBE would be larger than for a music magazine such as NME which is aimed mostly at a male audience. The age group VIBE is targeted for is 18-30 year olds.