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The numbers “4:44” have been the viral hot topics in the last couple days. Music fans have been seeing cryptic ads with the numerals on popular music websites and blogs, as well as out of home advertisements in major cities like New York City and Chicago. Some speculate that “4:44” is a hint of a new JAY Z album, maybe Blueprint 4? And that’s only the first of the plays on the number 4

It’s been 4 years since JAY Z’s last album Magna Carta Holy Grail, which was released on July 4, 2013. Hova’s birthday is December 4th. There’s a lot of crazy theories floating around the internet, but some discovered that in the source code of the “4:44” digital ads, JAY’s streaming music platform Tidal was listed.

JAY Z’s is one of hip-hop’s best marketers. With Magna Carta Holy Grail, he partnered with Samsung to release the album first on mobile devices which helped inflate record sale numbers. He’s made the Brooklyn (formerly the New Jersey Nets) and attractive brand when he was a minority owner. He’s done partnerships with Live Nation, Budweiser, and Reebok, injecting his presence in these relatively bland brands amongst the urban, hip hop demographic.

When a mysterioud marketing campaign like “4:44” rolls out, expect something to come to light soon to capitalize on the immense curiosity and hype. Is it a new JAY Z album? Is it the long await Jay Electronica (an artists on JAY’s Roc Nation label who has yet to relase a full project) album? Is it the time of birth of JAY and Beyonce’s twins? The world is on the edge of its seat.

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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.