The Greatest PR Stunt Ever: Beyonce's Twins and Jay Z's 4:44
  • MONDAY, JUNE 19, 2017

  • Posted by: Caroline Bojarski

Unless you have completely isolated yourself from Internet, radio, and overheard conversations for the last day or two, you have definitely heard the news that Beyonce gave birth to twins on Sunday. Or did she?

More exciting news comes in the form of JAY-Z's announcement that he will be releasing a new visual album via Tidal exclusive on June 30th. Details about the album are still unconfirmed, and speculation continues over the significance of its title: 4:44. Or is the answer hidden in plain sight?



While Beyonce and JAY-Z are arguably the most famous married couple in music right now, the birth of their twins and the release of 4:44 are fundamentally unrelated. Or are they? We've noticed some pretty strange coincidences surrounding this exciting time for the Carter family. Brace yourself, because not even TMZ can give you this scoop.

First of all, the couple shows an uncanny sense of timing when it comes to album releases and the birth dates of their children. The public announcement of five-year-old Blue Ivy's upcoming birth was made at the 2011 MTV Video Music Awards, a mere 20 days before the release of JAY-Z and Kanye West's collaborative album Watch The Throne, which earned the pair seven grammy nominations. Now JAY-Z is back at it again, announcing the release of 4:44 just hours after Beyonce's father tweeted about the birth of her twins saying, "They're here!"

Rearranging your release dates to coincide with the birth of your children could be dismissed as Publicity 101, an obvious choice for any rap star/father. Given the fact that the twins' names, genders, and even their exact birth dates are still unknown, however, I don't think the Carters are seeking the limelight for Blue Ivy's two new siblings. More on this later.

Let's turn for a minute to the mysterious title of JAY-Z's new project, 4:44. No word yet on the significance of this particular time of day, or on the story of how it became the title of an album. I know because I typed it in as a Google search and found no illuminating information.

What I did find, however, was even more important, shocking, and chilling. My search returned a hit for a 2012 indie film entitled 4:44 Last Day on Earth. Holy shit. This film chronicles how a couple spends their last moments before the end of the world at 4:44 AM. The plot thickens.

If you're currently rolling your eyes and preparing to click away from this page in disgust, listen to this: Last Day on Earth stars American actor Willem Dafoe. Dafoe has appeared in dozens of movies, including another 2012 film called John Carter. John Carter. That's a pretty clear reference to JAY-Z's given name, Sean Carter, if you ask me. The connection is clear.

What does it all mean? There's the very literal possibility that visual album 4:44, with it's June 30th release date, is a doomsday prediction and we should all call our parents and return our library books in an attempt to leave on good terms. If we're being honest, the unfolding of recent political events has had most of the world waiting for everything to go up in a fiery inferno so it makes a lot of sense. But how do Beyonce's twins tie into this development?

It all circles back to the twins' unknown birth date and the publicity surrounding Blue Ivy's birth. Beyonce's pregnancy with Blue Ivy was also briefly shrouded in conspiracy as a nasally TMZ video mentioned the possibility that the pop/R&B queen was faking pregnancy and using a surrogate to give birth. While the very same TMZ video reveals that the suspicions about Bey's pregnancy were groundless, the momentary stir it created was foreshadowing of the uncertainty surrounding the twins' birth. Although the world found out that the twins had been born through a June 18th tweet by Beyonce's father, Mathew, sightings of Beyonce's mom on the opposite coast from her daughter on the day in question suggest that the twins were actually born much earlier. Remember that the release of Watch The Throne and the public announcement of Blue Ivy's birth occurred very close together. Exactly 20 days apart in fact. Now consider that nobody is quite sure of the exact date Beyonce's twins were born, only that it was probably some time before June 18th, making June 10th a plausible date. Add 20 days to June 10th and what do you have? June 30th. The release date of 4:44 and, possibly, the last day of life as we know it. Does this chain of logic seem like a stretch? I don't think so.

More will be revealed as the fateful 30th of June draws closer. We can only hope that Doomsday will last long enough for us to watch 4:44 in its entirety after starting free trial versions of Tidal.

Watch our suggestions on Beyonce Baby Names:




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