An ominous orange square has begun to clutter Knoxville social media feeds leaving some hoping rapper Ja Rule will stay far away from the Scruffy City.

Knoxville music festival Sunset on Central announced its 2019 date Wednesday morning via a tongue-in-cheek Instagram post referencing the disastrous "Fyre Festival" of 2017.

Netflix's "Fyre: The Greatest Party That Never Happened," and Hulu's "Fyre Fraud" documentaries, both released on their respective streaming platforms last week, chronicle the rise and fall of an elite music festival-turned viral sensation that left hundreds stranded in the Bahamian island of Great Exuma without food, water, or a way home.

To promote the festival, social media's biggest influencers posted a lone orange square on Instagram tagging the event.

Billy McFarland, the promoter at the festival’s helm, is now serving six years in federal prison for fraud. A class-action lawsuit to recoup damages for ticketholders is still ongoing. Ja Rule, McFarland's partner, was not arrested or charged in connection with the fraud.

Knoxville music promotion company Born and Raised Knox took a page out of Fyre's book by flooding Instagram feeds with an identical orange square promoting the announcement.

“Obviously Fyre Fest is blowing up on social media recently with the two documentaries that came out," said Garrett Thomson, co-founder of Born and Raised. "We were just getting really excited with the idea of the new date and thought this would be a funny way to pull in a timely, relevant topic and tie it into that announcement."

The festival, which will be held on August 24, added the same orange color to its website and Facebook event page.

People seem to be "in on the joke," Thompson said, and have taken it upon themselves to post the same orange square.

"A lot of people have been reaching out," Thomson said. "A lot of bands are reaching out. We had coordinated with a few friends to help post that, but it seems like people are posting it to jump on board.”

That includes festival venue Schulz Bräu Brewing Company and Knoxville Music Warehouse, which described Sunset on Central as "a music fest that probably won’t have multiple documentary exposés made about it."

So will Sunset on Central feature a disastrous tent city or the infamous cheese sandwiches? What about Ja Rule?

"I might have to give him a shout," Thomson said. "My goal is the only thing we have in common with (Fyre Festival) is this marketing campaign."