4:44 appears in Times Square and subway; is it a message from Jay Z?

This is an archived article and the information in the article may be outdated. Please look at the time stamp on the story to see when it was last updated.

4:44. Well, 10-4. O.K.

The numbers appeared on the screen with a beige background. They flashed for about 30 seconds in between other messages on the big screens in Times Square.

The mysterious advertising also appeared in some subway stations, including at Jay Street in Brooklyn.

Celebrity and music insiders have suggested it's a hint from Jay Z about his next album. The number four has had significance to his family in the past.

There was no official comment from the artist or his wife, Beyonce. They have been anticipating the birth of twins, as well.

Others have speculated it's a message of divine inspiration or some other obscure reference. Although, the cost of the advertising would be substantial.

Notice: you are using an outdated browser. Microsoft does not recommend using IE as your default browser. Some features on this website, like video and images, might not work properly. For the best experience, please upgrade your browser.