JAY Z IS RUMORED TO BE RELEASING AN ALBUM TITLED “4:44”
According to a reliable source:
The other day, I kept seeing ads on Complex dot com that simply said “4:44” in a simple, black font on a flesh-toned background (not MY flesh, but someone else’s). I didn’t know what it meant, and because I’m resident old, I figure it’s some shit I’m not supposed to know about because I’m old. I usually wait for one of my younger co-workers to put me on game, but this 4:44 business went viral on its own. Why? Because no one knows what the fuck it means.
@ElliottWilson You seen 4:44 ad popping up on The Fader and Hypebeast? The client for the image is Tidal. Care to explain?
One of the primary reasons that this was so confusing is that, while most ads indicate at some point who paid for it, these are legit just numbers on a background, no other information. And it wasn’t just hitting the internets. Ads showed up not just on Complex dot com, but they showed up on Fader and Hypebeast as well. They also showed up IRL via subway stations and a big ass ads in Times Square.
The internet has been on its dean trying to figure out what all of this means; the sleuths over at KanyeToThe have an entire thread dedicated to cracking this mystery, and pointed out something interesting with the source code on the 4:44 ad on our site which, when clicked, don’t lead to anything but the “4:44” image, with no extra information.
By digging into the source code, they found something interesting: the code on the ad includes Tidal along with the word “SuperHero” (although that could just refer to the size of the ad, word to Spin). Apparently, this is the same for the code on the other sites running ad, and has theorists believing this is the beginning of the roll out on the long-awaited Jay Z album.
This being a proper rollout makes sense, since Jay Z stans have been wondering when that next album would be on the way. After hopping on the “All the Way Up” remix and Khaled’s “I Got the Keys” in 2016, talk of a new Hov release heated up. Back in January of 2017, Zaytoven was on his Jay Z album talk during an interview with Billboard where he spoke about going to Jay Z’s house to play him some beats, saying their collaboration “is gonna be for both of [our projects].” We asked Zaytoven back in May what a Jay and Zaytoven song would sound like, and he flat out said: “You defeat the element of surprise when you get to talking about songs too much.” That’s a great way of saying “wait and see,” but I’m more fixated on him saying “element of surprise.” Could that have been Zaytoven’s way of confirming that Jay indeed had some kind of secret album roll out figured out?
Zaytoven isn’t the only one hinting at new Jay coming. Also in May was Swizz’s Instagram post, which showed him pictured with Jay Z with the phrase “AlbumModeZone” in the caption.
With Jay announcing festival dates, including performing at this year’s Austin City Limits in October, the thought has been that Jay’s on his new album steeze. But what would “4:44” mean in a Jay Z album rollout? Many are thinking we’re about to get Blueprint 4.