Music streaming giant TIDAL is giving fans extra reasons to grab a subscription. New speculation has developed over a potential new Jay Z album getting ready to drop.

Media outlets have started to piece together TIDAL’s new “4:44” viral ad campaign on websites and real-life spots and connect it to a potential Jay Z new album promo.

On forums like Kanye To The and Reddit’s HipHopHeads board, fans are speculating that 4:44 is some sort of new Jay Z project. (The ads also appeared at the Jay St stop… hint hint.) As one particularly excitable Kanye to The poster noted, last month, Swizz Beats posted a photo to Instagram showing himself and Jigga with the caption “They don’t even know what’s about to happen…AlbumModeZone.” At around the same time, the up-and-coming producer HighDefRazjah tweeted that he was in Mike Dean’s “crib last week w/ Jay , the legend in the flesh ..” And over the weekend, a model named Stacey Hash tweeted that she “Saw a casting for a Jay-Z video here in LA.” (SPIN)

Some media publications have noticed the ad coding reveals TIDAL is behind the campaign.

The ads have been appearing on rap-leaning music and culture sites such as Complex, 2DopeBoyz, and The Undefeated this morning. They read “4:44.” Although they do not explicitly mention Tidal, the source code for the images includes the phrase ““tidal-444.” The filenames for all the other display ads reference the names of the respective companies. Meanwhile, the same “4:44″ ad has appeared in at least one NYC subway stop this week — specifically the Jay St. stop, wink wink. (Stereogum)

Last month, Jay Z linked up with Miami producer DJ Khaled.

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A few weeks ago, Young Hov reunited with Swizz Beatz presumably for new tunes.

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