Hiding treasures, hunting players, and summoning demons, Upside Records is a cult hidden in a record label. Seemingly based in Massachusetts, this label has been releasing many cryptic found footage style videos, and has an extensive website with over a dozen unlisted videos hidden throughout the game.

This game is heavily reliant on you using their website to reveal the trailhead. If you enter the website using the enter button the site just seems like your typical record label store with some occult themed imagery. Although, when you click on the Sigils and images, they lead to more hidden pages and unlisted videos, as well as geolocations and password protected pages with hints.

One Reddit user dove pretty deep into the game and there is a pretty small community based around it. They’ve discovered many things including how the game sometimes changes with every discovery. There also is a discord server run by the OP.
Here’s the post; https://www.reddit.com/r/ARG/s/Bjtq8Yo2Gf

The user above makes quotes to another user who has multiple posts saying that she had dug too deep into the label, and discovered that they are a cult and are actively stalking her, leading her to eventually decide to move away from the area the label is based in. To me, it seems like she’s not the first one to move away given the video titled “Phonecall.” In which someone tells a story over the phone about some freaky occult experience they had there.

This user the community has called Angelica. It seems to me like she plays a pivotal role in the development of the game and is probably a character in it that has not been officially revealed yet.

Here is Angelica’s original post, as well as all four of her updates afterwards;

1. (OP) https://www.reddit.com/r/ARG/s/qIP9y2uMJh
2. https://www.reddit.com/r/ARG/s/HzQEu9Wj6l
3. https://www.reddit.com/r/ARG/s/EKMlkIcCo0
4. https://www.reddit.com/r/ARG/s/Rz1bsUJLel
5. https://www.reddit.com/r/ARG/s/EFXnS7IQPL