Should deb netinst work?

I tried writing a debian netinst image (bullseye, arm64) to an sd and started the board. Green light on, no display. Blue light does NOT come on.

Boots fine with official ubuntu image

Do I need to do or add something to use regular bootable images?

SingleBoardComputers are not PCS, they typically do not have a BIOS that will load an image and provide hardware description. Hence an unmodified Debian will not boot on a Rock 4. You need an adapted bootloader and kernel for your board. Use the official Radxa Debian image or Armbian, both support mostly unmodified Debian and Rock 4 boards