The Twitter rumor mill is alive and well this morning when it comes to new music from Jay Z.

Recently, fans in New York City have noticed mysterious ads that simply say "4:44" popping up around town and speculation online has led people to believe it's to trumpet the arrival of a new album from Hov. Based on the Twitter reaction, fans are more than ready for one.

https://twitter.com/_/status/871873399894798336
https://twitter.com/_/status/871955900965277696
https://twitter.com/_/status/871918346584940544

Another interesting post came when a social media user said she noted an alert for a casting call for a Jay Z video. "Saw a casting for a Jay-Z video here in LA. So you know what that mean," she tweeted.

https://twitter.com/_/status/870660860942757889

Fans have noted that the code making up the online ads reveal that the new "4:44" ads are created by Tidal.

https://twitter.com/_/status/872008297498521601

Could this be the title of the new album? After the cryptic Instagram post with Swizz Beatz and his multiple festival headlining dates confirmed for later this year, we can’t blame anyone for thinking this is more than a coincidence.