Originally, the group was called Nynuk (pronounced "na-nook"). Nikki Van Noy, author of the group's official biography, wrote in 2012 that the name Nynuk is "meaningless", although a 1989 article by "Rolling Stone" suggested a possible connection to "Nanook of the North". Columbia demanded Starr change the name of the group. Subsequently, they settled on New Kids on the Block, after a rap song that Donnie Wahlberg had written and arranged for their first album. The group was signed to Columbia's black music division and originally marketed to black audiences.