Mysterious Ads Cause Fans To Watch The Clock For A New Jay Z Album

Jay Z has not released an album since 2013’s Magna Carta…Holy Grail. That album arrived on July 4 of that year, after it was announced June 16, during the NBA Finals. Following Kanye West’s own fast-track release of Yeezus that very same month, the other half of Watch The Throne pulled a similar move.

As the 2017 NBA Finals march on, Jay Z may be up to something, again. Ads simply stating “4:44” have appeared across the web, in New York City’s Times Square, and an apparent takeover at the Big Apple’s Jay Street subway stop, among other places. Online, those ads do not have a click-through destination. However, according to one observer online (as reported by XXL), the spots are sponsored by Tidal, of which Jay is a part owner.

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Popular Instagram account ShadeRoom also raised the question:

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The aforementioned MTA stop:

If in fact promoting Jay Z, there are several possible connections between Jay Z to the number. Both he and wife Beyoncé have matching “IV” tattoos (both were born on the fourth days of December and September, respectively). The couple is currently expecting twins, suggesting a possible time of the births. Furthermore, it has been four years since the last Jay album.

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At further reach, Jay famously made “44 Four’s” (a sequel to 1996’s “22 Two’s”). On a traditional clock or watch, the 4:44 time forms a possible triangle, which is closely associated with the Roc Naton logo.

In the last 13 months, Jay Z has ramped up his output. The Roc Nation honcho has worked with Pusha T, Fat Joe & Remy Ma, DJ Khaled and Future, and Drake.

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Last month, veteran Jay producer Swizz Beatz sparked speculation with an Instagram post of him and the MC, saying “They don’t even know what’s about to happen…Album ModeZone.”

They don’t even know what’s about to happen 😂😂😂🙏🏽 Album ModeZone⚡️

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What do you think “4:44” means?