JYP Entertainment has begun to tease the launch of a new boy group, with cryptic social media posts and a strange website.

On November 5, a social media account was launched for the group revealing its supposed name, oftheblue. The first post on the account is captioned with the message “Music Begins Everywhere,” with a QR code, crossword graphic, and website link attached.

Both of the images – one depicting a boy, his face obscured by the QR code, and the other a crossword puzzle – combine the words “BLIND” and “BLUE.” As the group is called oftheblue, it can be assumed that the “BLUE” part is connected to their name. The purpose of the inclusion of “BLIND” and the intersection of the words, however, is unclear; early theories suggest it may link to their debut track.

The website poses another puzzle. At the top lies an alternative rock instrumental, hinting at the band’s sound. Even more interestingly, it allows viewers to interact with the audio, toggling various sound effects on and off and changing their volume to layer them over the track. Each option presents a snippet from casual, everyday life, such as “Leaves Underfoot,” “Engine Start,” and “Vending Machine.” There is also a visualizer linked to the sound mixer, which moves through various establishing shots: the sea, a train speeding past, a sunset, a field, and more. A paper plane reappears multiple times, and the name oftheblue is written into the surroundings.

Under the subtitle “EVERYTHING GOOD COMES OUT OF THE BLUE,” the user can create a pass to download and share, which comes with instructions to “Make your own way” and “Follow what you find along the way.”

Finally, the website presents six interactive locations, each of which carry different sounds. When you click on one of the locations, labelled artistically with headings like “Find something in the ordinary,” you are transported to a photograph. Moving the cursor across the page distorts the image, but also reveals several of the sound effects first listed in the sound mixer, identifying their sources.

Despite all of these details, there is no information regarding the group itself. No names, no ages, no faces, not even an explicit genre. There is only one image: four boys with their backs to the camera, captured candidly along a river. That anonymity combined with the intriguing interactive aspects of the website prompts curiosity, using a multimedia approach that goes beyond a lot of other recent group reveals.

Though the group’s concept remains secret, all of these visuals, sounds and captions provide clues as to their intended direction. An alternative rock sound, everyday moments, personal choice – it seems that oftheblue will take up the focus on authenticity that is making its way through the industry at the moment.

Notably, the announcement also comes as JYP Entertainment continues to expand their artist lineup. They now house multiple established acts including DAY6, TWICE, Stray Kids, ITZY, NMIXX and K-rock band Xdinary Heroes, as well as the fifth-generation groups KickFlip and NEXZ. Its subsidiary, INNIT Entertainment, additionally launched their first artist earlier this year, the girl group OURBIRTHDAY. With DAY6, Xdinary Heroes and KickFlip already crossing the boundary between K-pop and K-rock and being rewarded by fans of both genres, another rock-leaning group could be greatly beneficial for the company.

More information on oftheblue is expected soon via their new social media channels.