For the last 24 hours, a mysterious ad campaign that popped up all throughout New York City and on websites (like yours truly) has had the Hip-Hop world in shambles trying to figure out it’s meaning. What the hell does “4:44” represent?!
After a sleuth on the internets dug into some source code and found the campaign to be ran by TiDAL, the peanut gallery had a field day with their guesses — from Jay Z and Beyoncé dropping that rumored joint album to a live-stream of Beyoncé giving birth to the twins on Tidal (hey, they gotta get subscribers somehow). But no one knew for sure, so the wait continued. The clock struck 4:44 in New York and nothing happened. But now it’s 4:44 on the West Coast, and guest what, still nothing.
There’s also this fan-made artwork floating around, but it’s since been debunked by our friend PeeJet.
So, the question remains: what is this 4:44 all about? Until we find out, we’d love to hear some of your thoughts.