×

Is Jay Z’s New Album Being Teased With ‘4:44’ Ads?

Is “4:44” a code for a new Jay Z album?  That’s what has the Internet speculating after the numbers, in an elemental black font over a salmon pink background have been appearing as a banner ad on a number of hip-hop websites, including Complex.com, Fader and Hypebeast.

Click on the ad and nothing happens, but check the source code on Complex’s version of the ad and it’s revealed the URL for the image contains the text “tidal-444” and “SuperHero,” which has some speculating that’s the name of the release, which has been in the works for months.

The mysterious numbers have also appeared on an outdoor advertising campaign in several New York City subway stations, coincidentally enough the Jay St. stop in Brooklyn as well as Times Square in the heart of Manhattan. Signs were also spotted in Los Angeles.

There have been rumblings of a new Jay Z album for several months, including an Instagram post from Swizz Beatz, which pictures him with Jigga alongside the caption, “AlbumModeZone.”

Jay-Z and Beyonce have both attached significance to the number “4,” sporting matching “IV” tattoos on their wedding, while Jay Z’s birthday is December 4 and Beyonce’s is September 4.  Their daughter’s name Blue Ivy (IV, the Roman numeral for 4).  He’s also released songs called “22 Twos” and “44 Fours.” Others speculate it’s the long-awaited Blueprint 4 or the :44 could mean the eagerly anticipated Jigga-Bey collab.  Or could it be a reference to the birth of the couple’s twins?  One wag predicts a simultaneous album release and birth date. “Watch them drop it same night the twins are born and go diamond in one week,” tweets Rap Press Secretary (@CAWBBBB).

It’s been four years since Jay Z released his 12th solo album, “Magna Carta… Holy Grail,” on July 4, 2013, via an exclusive Samsung promotion. The most recent Jay Z appearance was on Frank Ocean’s “Biking,” on which he rapped on the opening verse with Tyler, the Creator.

 

Popular on Variety

More Music

  • Review: Taylor Swift Finds Giddiness, Amid

    Album Review: Taylor Swift's 'Lover'

    Sitting in a hot tub on “Saturday Night Live,” Will Ferrell and Rachel Dratch stole the sobriquet “love-ah” from the lexicon of acceptable terms of endearment — and, by golly, Taylor Swift is reaching into that oily water and stealing it back. The word doesn’t sound unctuous on her lips as she repeats it in [...]

  • Travis ScottWireless Festival, Finsbury Park, London,

    Travis Scott Surprises Fans With Netflix Documentary Reveal, Pop-Up in Houston

    Travis Scott just revealed his new Netflix documentary in the most organic way possible: a social media post to his 18.5 million followers on Instagram. The photo consisted of him holding a series of VHS tapes, which turns out to be the trailer for his forthcoming documentary on Netflix titled “Look Mom I Can Fly.” [...]

  • Beverly Hills Realtor Accused of Stealing

    Beverly Hills Realtor Accused of Stealing From Usher, Adam Lambert

    A Beverly Hills real estate agent has been arrested on charges of stealing from the homes of celebrities, including Usher, Adam Lambert and “Real Housewives” star Dorit Kemsley. Jason Emil Yaselli, 32, is accused of encouraging an accomplice, Benjamin Ackerman, to enter homes during open houses in order to steal from them. Ackerman allegedly sold [...]

  • Taylor Swift Debuts 'Lover' Video, Sings

    Taylor Swift Debuts 'Lover' Video, Sings 'Archer' During YouTube Livestream (Watch)

    Taylor Swift went live on YouTube today to talk about the inspiration behind her new album “Lover,” dropping tonight. Those who tuned into the live event on Swift’s YouTube channel were virtual attendees of the “Lover’s Lounge,” which included an acoustic performance of her already released single “The Archer,” a Q&A sesh and a behind-the-scenes [...]

  • Missy-Elliot VMA

    Missy Elliott to Drop New EP, ‘Iconology,’ Tonight

    It’s been nearly 15 years since Missy Elliott dropped her last album, and in that time she’s released a handful of songs, made some guest features, played some lconcerts, appeared alongside Katy Perry at the 2015 Super Bowl and this year she’s been voted into the Songwriters Hall of Fame and on Monday night she’ll [...]

  • John Janick Interscope Geffen

    And the New Interscope Records Publicity Chief Is...

    Variety has confirmed one of the worst kept secrets in the music business: Cara Donatto is joining Interscope Geffen A&M (IGA) as its new head of publicity. She arrives at the Universal Music Group label from Atlantic Records, where she has spent nearly two decades of her career guiding public relations strategy for such artists [...]

More From Our Brands

Access exclusive content