I don’t know about you, but I’m seeing a ‘4:44’ ad pop up everywhere online.

It’s just a simple black font on a camel-coloured background with no other information whatsoever.

These ads have been seen on Complex, Hypebeast and Fader as well as offline in subway stations and Times Square.

The lack of information makes this ad very mysterious and people have been trying to track the source. Some internet sleuths have dug into the source code of the ad and found the code on the ad includes Tidal along with the word ‘Superhero’.

This suggests the ad may be owned by Tidal and the first person who comes to mind associated with Tidal is Jay Z. We also know there have been rumours and buzz surrounding a forthcoming, highly-anticipated Jay Z album. Could this be it?

With this in mind, stans are predicting ‘Blueprint 4’. Jay Z dropped ‘The Blueprint 3’ in 2009 so it could be time for the next edition.

People.com have researched the importance of the number 4 to Jay, starting when he announced that he and Beyonce would undergo a 22-day vegan diet. “There’s something spiritual to me about it being my 44th birthday and the serendipity behind the number of days in this challenge; 22 (2+2=4) coupled with the fact that the challenge ends on Christmas day … It just feels right!” he wrote on his website, ‘Life + Times’.

It seems the pair have an obsession with the number 4. Beyonce’s birthday is 4 September and Jay’s birthday is 4 December. They also got married on 4 April. They reportedly have matching IV (4 in roman numerals) tattoos on their wedding fingers and their daughter’s middle name is Ivy to represent this. May I point out as well that Beyonce’s 2011 album was called ‘4’.

One theorist has predicted that the first 4 in ‘4:44’ stands for ‘Blueprint 4’ while the other two 4s signify Beyonce and Jay which would mean a Beyonce and Jay Z collaboration album!

We’re not really sure who has invested a lot of money in the mysterious ‘4:44’ ads but I do hope it is a Bey and Jay album.

It could, however, be something completely different. Stay tuned for updates.