What Does 4:44 Mean? Mysterious Ads Breed Jay Z Album, Beyoncé Birth Announcement Theories

Jay Z had fans in a frenzy on social media on Tuesday, questioning the meaning of mysterious 4:44 ads put out by Tidal. A number of theories circulated about the meaning, with no answers from the 21-time Grammy award winner.

Some speculated that Jay Z, who hasn’t released an album in several years, was gracing their ears with a new project. The father of one has been making more and more public appearances lately and friends/past collaborators like Swizz Beatz have hinted at new music on social media. Fans waited for 4:44 p.m. EDT and PDT to come and go, but no album was released.

Read: Beyoncé Shows Off Growing Baby Bump On Instagram

Other fans speculated that the advertisements hinted at a more personal project of Jay Z’s — the birth of his twins with his wife, Beyoncé. The number four holds a special significance in the couple’s lives and has appeared in several projects and personal milestones. It’s the name of Beyoncé’s fourth studio album, a favorite number of Jay Z’s and the month and date the Hollywood power couple were married.

Mysterious Tidal ads appeared all over New York City on Tuesday. Fans noticed them above and inside train stations, along with a large one in Times Square. Nothing but the apparent time appeared in the ads.

The Beyhive has been counting down to the arrival of Beyoncé and Jay Z’s twins for months. Beyoncé’s shared a number of bump photos on Instagram, most recently on Memorial Day, but hasn’t hinted at a due date. Many believe the date is drawing close due to the sheer size of her belly and the timing of her pregnancy announcement.

Prior to their family Memorial Day weekend celebration, the Carter family celebrated the impending arrival of their twins with a “Carter Push Party.” The soiree took place on May 20 at a swanky Beverly Hills, California, home. Guests included La La Anthony, Kelly Rowland, Michelle Williams and more.

One day before the baby bash, Beyoncé’s father told TMZ it wouldn’t be long before the twins arrived. In fact, he thought their birth was “no more than two weeks” away. Mom Tina Knowles also spoke out at the time, telling ET Online that Beyoncé’s “doing great” and is “ready to see her babies.”

In preparation for their growing family, Beyoncé and Jay Z have reportedly been looking for a new, larger home. TMZ spoke with real estate sources who claimed the couple set an $80 million budget for their purchase. Sources claimed they were having a hard time finding the perfect family pad.

“They looked at a Bel Air home for $135 million about a month ago, but our sources say they are NOT buying that house,” TMZ reported. “There are a few homes they’re currently eyeing, but so far they haven’t written an offer.”

Read: Beyoncé Launches Scholarship Program For Girls

While Beyoncé, Jay Z and their fans are elated about the twins arrival, the “All Night” singer’s pregnancy has been marred by controversy. The private musician has shared a number of photos with fans, some of which sparked rumors. After sharing a selfie, stories began circulating that Beyoncé had gotten lip injections while pregnant, a claim that was swiftly denied by her team.

“What do you know about the effects of pregnancy on a woman’s entire body? Please tell me. Did you know that in addition to weight gain there is often a dramatic change in the blood flow in the system and increased fluid causing swelling?” publicist Yvette Noel-Schure said in a statement to GossipCop. “But the sacrifice to our faces, our feet and our entire bodies is something we welcome because we bring beautiful humans into the world who will one day combat your hate and negativity.”

Keep an eye on Beyoncé and Jay Z’s social media profiles for potential updates on 4:44 and/or the birth of their children.