Jay Z has just (kind of) responded to Beyonce's infamous Lemonade Album.
There's no need to raise your hand slowly and admit it. We all partook in the digital hunt to find 'Becky with the good hair'. Though many accusations have been made, it still remains a mystery as to who and what Queen Bey was trying to tell us.
So the question lingers - was Jay Z actually disloyal or is this all just a hugely intelligent, mindbogglingly scandalous campaign to attract attention to the power couple's streaming label, Tidal?
When Beyonce unexpectedly dropped Lemonade, the entire world went into meltdown mode. Fans and non-Tidal subscribers wanted to see, hear and experience the hype but unless we chose to sign up to the streaming app, we all painfully patiently waited for it to eventually appear on iTunes.
This was a smart move because statistics show that the Lemonade release alone generated almost 2 million new subscribers who, after their 30 day free trial, had to pay approximately $16.99AUD monthly. Genius.
Jay Z's new (response) song is a remix of Fat Joe and Remy Ma's hit 'All the Way Up', and also features French Montana and Infrared. In the song, Jay Z address the rumours and references Beyonce's controversial album, the state of their marriage and that elevator incident.
Of course the song is also only able to be heard on Tidal... which is either going to create more sales for the business or make those who signed up for Tidal a few weeks ago feel way more in the loop than anybody else.
It's pretty vague, so we as gossip hungry fans can all come to conclusions without ever knowing the real truth... sound familiar?
“You know you made it when the fact/Your marriage made it is worth millions / Lemonade is a popular drink and it still is/Survival of the littest/We never gonna let the elevator take us down!”
There are rumours flying around that his entire rebuttal to the album will be in music form, instead of traditional press releases or social media statements. Our guess? The only place to see it first will be Tidal (surprise surprise).
Words: Alex Scoffell