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Ads with a cryptic message of just “4:44” have started creeping up online and in public, and all clues point to a new Jay Z album. 

Spin took a deep dive into a number of the theories:

As several hyped-up Jigga fans have pointed out on Twitter, inspecting the source code for Complex’s version of the banner reveals multiple apparent references to the company. The URL for the image contains the text “tidal-444.” We’ve screenshotted a bit of the Tidal source code below.

It’s worth noting that the source code for other banners currently running on Complex also contains references to whatever company is behind the ads, in a similar placement to the “Tidal” in the 4:44 code. The code for a Miller High Life banner, for instance, reads “MHL EL Equity Champagne.”

The posters are seen in the public at the Jay St.-MetroTech stop of the A, C, F & R train in NYC. The writer happened to be in said station yesterday and spotted the ads.

It’s a safe bet Hova has been working on a new album for a while, having been spotted in the studio with the likes of Zaytoven and Swizz Beatz in the previous. There were also rumors of a joint project with his wife Beyonce, who should be delivering their twins any day now.

Jigga is also headlining his own Made In America Festival as well as the Meadows Festival. Definitely as good a time as ever to deliver new tunes to the masses, no?

New Jay Z albums tend to be moments (see Hova + Samsung). Seems like the Brooklyn mogul is already planting the seeds to another major one.

Photo: Instagram