The numbers “4:44” have been mysteriously appearing on billboards and online ads in Los Angeles and New York, as well as banner ads on websites including Complex.com, Fader, and Hypebeast. Fans went into overdrive assuming the numbers were code for Jay Z’s upcoming album because the word “Tidal” appeared at the bottom of some of the ads. Tidal is a subscription-based streaming service that Jay Z is a lead investor in, along with other musical artists.
