Jhun and Loona first announced the collaboration in August 2021, alongside several teaser images of the four members.

'Keep Music Alive' was sprawled in bold letters across the teaser with the lyrics for the song revealed at the bottom.

[4] "Not Friends" is the second installment of the "MAXIS By Ryan Jhun" project, a collaboration between Jhun, Big Ocean ENM and Kakao Entertainment which started in August with the single "Maniac" featuring NCT's Doyoung and Haechan.

[5] "Not Friends" mixes and meshes aspects of pop, acoustic rock and hip hop.

JinSoul and HeeJin silently hunt one another down with sniper rifles, while Kim Lip and Yves take down hordes of armed fighters in their attempts to face-off in hand-to-hand combat.