Alloy Entertainment has launched a new online series based on its “Private” series of books.

Launched via Alloy Media and Marketing’s Teen.com digital platform, the murder mystery series will be made up of 20 four-minute episodes.

Musician Evan Taubenfeld, previously a member of Avril Lavigne’s band (and the writer of several Lavigne tunes), will star in the web series as Blake Pearson.

“Private” also stars Kelsey Sanders (“Wizards of Waverly Place”) as Reed Brennan.

“We have designed the series for both the ‘Private’ book fan base as well as the audiences tuning in for the first time,” said exec producer Josh Bank.

“Private” launches this week with a six-part reality competish, “Private: The Casting Call,” in which three finalists compete to play another character, Kiran Hayes, on the show. The three-week series will follow the actresses as they face off in various acting challenges.

Immediately following that, the scripted “Private” episodes begin. Three new episodes of “Private” will be released on the web each week. “Ugly Betty” scribes Veronica Becker and Sarah Kucserka adapted “Private” for the web; Dennie Gordon directed.

Alloy Entertainment president Leslie Morgenstein will also exec produce.

Author Kate Brian created “Private,” which is published twice a year by Simon and Schuster Children’s Publishing. The most recent edition of the franchise, “Paradise Lost: Private, Book 9,” was released in February.