The 1975 have been pretty quiet for a few months, but earlier this week, fans believed they would have to wait for their return a little bit longer than expected; possibly forever.
In a bizarre twist on Sunday night, the band deleted all of their social media, after frontman Matt Healy posted a cryptic comic that suggested a need to escape from their "projected image".
"We must reclaim our identity and repossess our control of it," claims the comic. "Until then there won't be any pop music or dancing with long hair."
"The hardest part of any relationship is to say 'Goodbye'."
Naturally, fans were freaked af.
i woke up and the 1975 still don't exist— The 1975 (@The1975Updates) June 1, 2015
listening to the 1975 to calm me down from the stress that the 1975 is giving me— ⠀ (@hoodbucks) June 1, 2015
"The 1975 deactivated" *cues Robbers* "NOW EVERYBODY'S DEEEEEEEEEAD" pic.twitter.com/ybiNrH3dEu— maricel (@Idonuthing) June 1, 2015
Most saw it as a sign of a break-up; but others believed it's the start of something new.
the 1975 is just lookin for a new era, new sound, new start and they'll return as the 2075.— em (@emilyailini) June 1, 2015
plot twist: the 1975 rebrand and regenerate after the end of every album era and live forever we're stuck with them forever— s // 1!!!!!!!! (@gdanstyIes) May 31, 2015
Can u smell the 1975 pulling a publicity stunt— maddie △⃒⃘ (@gxccihemmings) June 1, 2015
the 1975 are gonna come back as the 1976— crust (@chris_dalo) June 1, 2015
This person had an alternative theory for the disappearance.
Crucial message to the 1975 fanbase. Stop shielding yourselves with optimism, you were the cause of their demise. pic.twitter.com/bwExLyvuTV— Tim Tam (@HCRfanboy) June 1, 2015
And others picked up on the idea that "selfie-obsessed" fans are to blame.
@heyitsmocha the 1975 re branding because of the fans being selfie lorrrds— A// レイン (@acrxzpr) June 1, 2015
The 1975 was so much better before people started to listen to them and become this bunch of selfie obsessed tumblr youths— Sophia loves Calum (@nocturniallcth) June 1, 2015
Seriously it's just a Twitter, get over yourself, you just want a selfie, they said from the beginning the 1975 is all about the music— xx The D xx (@heyyitsdeannaaa) June 1, 2015
But of course, as predicted by some, it was basically a publicity stunt.
The band's accounts were soon reactivated, and this image accompanied them:
Is this new album art? A sign of the new artistic direction? Who knows. All that's clear is that people are actively talking about the 1975 again, and the direction of conversation has - more or less - shifted back to the music. Which, we assume, was the goal.