4:44: Are We Getting A New Jay-Z Album Soon?

4:44: Are We Getting A New Jay-Z Album Soon?

Find out what 4:44 could possibly mean.

Find out what 4:44 could possibly mean.

Text: Jake Viswanath

Did you pass by Times Square and wonder what that big millennial pink banner plastered with simply “4:44” meant? Perhaps you saw the ad on Complex or The Fader but just got confused when it led to nothing? If sleuthing fans are to be believed, “4:44” is a code for a new album from Jay-Z coming soon, following silent ramblings about it for months.

Over the last day, the intriguing ad has been spotted several hip-hop websites and plastered across select locations in Los Angeles and New York, suspiciously including the Jay St. subway station in Brooklyn, where the rapper grew up and got his stage name from. Nothing happens when you click on the online ads, but thanks to the Internet’s excellent sleuths, we know that the source code uses terms like “Tidal,” Jay-Z’s streaming platform, and “SuperHero,” a speculated title for the new album.

Adding fuel to the fire, the number four is very significant to Jay-Z and superstar wife Beyoncé. She named her fourth studio album simply 4, and their daughter’s middle name Ivy is a reference to the Roman numeral IV. The couple also has matching IV tattoos, and they celebrate their birthdays and wedding anniversary on the 4th of three different months. An album or concept with the name and theme of 4:44 would fit well considering their history with the number.

An album from Jay-Z would not come as a complete surprise, given his headlining slots at several fall festivals, including his own Made In America and the Meadows Fest in New York. Speculation about a new Jay album also heated up when producer Swiss Beatz a photo of himself and the rapper on Instagram with the caption “AlbumModeZone.” But for all we know, these ads could be a very subtle yet extravagant announcement of the birth of the couple's twins (which we would not mind). If the mysterious ads are to taken seriously, be perched on the Internet at 4:44 for the next few days and watch what happens.

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