Jay Z new album? Mysterious Tidal-related adverts spark speculation

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Eric Garcia

Washington Bureau Chief

Mysterious adverts linked to the streaming platform TIDAL have appeared on US billboards and across various music websites.

Many presume the advert — which reads 4:44 — could be promoting an upcoming Jay Z album, possibly named The Blueprint 4.

The rapper’s last album was Magna Carta Holy Grail, released in 2013: since then, the streaming service has been the businessman’s main musical focus.

Spin reports how Jay Z fans have looked into the online advert’s code and found numerous references to TIDAL. Clicking on the advert takes people no-where, instead being a blank banner.

Fans also pointed out that posters surrounded Jay Street-MetroTech subway station in New York City, something of potential significance — Jay Z was born and raised in Brooklyn.

Rumours regarding an impending Jay Z album were sparked last month when producer Swizz Beats posted a photo of himself and Jay Z with the caption: “They don't even know what's about to happen… Album Mode Zone.”

Earlier this year, Jay Z removed the majority of his music from Spotify, leaving just the records In My Lifetime Vol. 1, Reasonable Doubt, and Vol. 2 Hard Knock Life.