Kendrick Lamar and Top Dawg Entertainment love the element of surprise. While the Internet has arguably compromised some of the excitement that was long attached to releasing music (going to the store, reading the credits and examining the artwork in your hands, no leaks), K-Dot and TDE have made their own excitement for fans of the California-based record label.

In the last two years (and one week), the label released Kendrick Lamar’s To Pimp A Butterfly to the web early. What would become a multiple Grammy winner was merely an impulsive decision that made the earliest hours of March 16, 2015 a day for Rap fans to forever remember. A year later, “Cornrow Kenny” rapidly released untitled. unmastered with hardly any warning. One of the most respected artists in Hip-Hop controlled the wheel, and it appears that even Dr. Dre’s Aftermath Entertainment (who also backs him) and distributor, Interscope Records cannot always seem to keep up. Besides with Kendrick, TDE has teased fans with a number of projects and artists. From lofty (and largely honored) release schedules to “mystery artist” signings of Isaiah Rashad, SZA, and SiR, to meme-driven promotional artwork for ScHoolboy Q’s The Blank Face, the label loves to make its fans guess with excitement.

Kendrick Lamar Gives A Glimpse Into His Mindset As He Approaches His New Album (Video)

The latest incident of that is today. Kendrick Lamar posted his (now) sole Instagram photo, an artwork of “IV.” Without any caption, this early morning March 23 post left fans to speculate. Filing O.verly D.edicated as a mixtape and counting Section.80 as an album, the Compton, California MC is approaching his fourth LP, and Kendrick has admitted he’s working on something. Earlier this month, Lamar told The New York Times’ T magazine  his new music could be described as “urgent.”

Kendrick Lamar And Rick Rubin Meet & Have A Conversation For The Ages (Video)

What’s more, Alchemist initially followed with the exact same post. While ALC has worked extensively with Q, as well as Ab-Soul, he and Lamar have not released work together for an album. For the veteran member of Gangrene and Step Brothers, this is big as well. As Reddit users pointed out, Alchemist since deleted his tweet.

In the last five days, Drake—the best-selling Hip-Hop artist of 2016, released his More Life “playlist.” The OVO/Cash Money/Young Money release came suddenly. Like Kendrick, Drake has also released full-length projects at random. In 2015, approximately one month following his If You’re Reading This It’s Too Late mixtape, K-Dot delivered T.P.A.B.

An Argument For Why Kendrick Lamar May Already Be The Greatest MC Of All-Time (Video)

Last month, Lamar appeared on Thundercat’s Drunk album, courtesy of “Walk On By.”