The theory suggests that DAMN - released today (14 April - Good Friday) - kills Kendrick off on the record's opening track “Blood,” which is referenced in the lyrics “you have lost something / You've lost your life.”
When paired with Lamar's religious beliefs as well as some choice lyrics from single “The Heart Part 4” (“Dropped one classic / Came right back”), feverish fans are convinced that Kendrick will 'rise from the dead' on Easter Sunday (16 April) by releasing a whole stash of new music.
The theory is backed up by, of all things, seminal scifi film The Matrix. Bear with us.
Other lyrics in “The Heart Part 4” include: “My next album, the whole industry on a ice pack / with TOC, you see the flames” - something Reddit users believe to mean 'the other colour' due to a tweet sent by Sounwave following the release of DAMN stating it's "not the official version."
He followed it up with a tweet including The Matrix character, Morpheus (Laurence Fishburne).
Fans are convinced that the appearance of Morpheus has sealed the deal - because his character memorably offers Keanu Reeves' protagonist Neo two pills (one red, one blue), could Kendrick be on the cusp of releasing a new record with a blue cover, compared with DAMN's red one?
Fuelling the fire was Kendrick himself who later made his Spotify profile picture him against a background of blue bricks.
Is it likely? Perhaps not - but if anyone can pull the rug from under your feet, it's Kendrick Lamar.