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Before the ads went up around New York City and Watch D Cup Girl Real Naked Kidnapping Case Onlineonline, 4:44 was just a time.

Now, thanks to mysterious promo from Tidal that has popped up around the city, it means a whole heap of things—perhaps even a new Jay-Z album. While there's no confirmation on whether or not he's dropping a project on his streaming service, the theories have been cooking up in the minds of fans, and well, see below for yourself.

The Carter Twins have already arrived—and were born on June 4th (maybe at 4:44 AM/PM)

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...something to do with Wendy's?

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A joint project from Beyoncé and Jay-Z

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Perhaps it's new rapper Jay Electronica's new music, not Jay-Z music...

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Is it Barack Obama (our 44th president) related?

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Or there's a New York specific theory floating around with Biblical roots...

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Despite all the impressive conspiracies, most of the signs point to the fact that there might be a new Jay-Z album coming soon.

The number four has a large significance in the Carter family. Both Jay-Z and Beyoncé were born on the fourth of their respective birthday months. The two married on April 4, have matching "IV" tattoos on their fingers, and even named their daughter Blue Ivy (IV...get it?). Jay-Z has dropped three "Blueprint" albums—which means a fourth isn't too much of a stretch of the imagination. If his new deal with Livenation, and headlining spots at 2017 music festivals, is any indication, something is brewing.

Producer Swizz Beatz helped fuel the fire, too, when he posted a paparazzi shot in May of him and Hov walking with the telling caption, "they don't even know what's about to happen...album mode zone."

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Whatever it is, there's no doubt it'll probably be worth the wait.

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