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UPDATE #2 (8/31 AT 3:00PM): New York Magazine noted the person behind the DrakeAndRihanna.com website is none other than Joanne the Scammer! The Internet entertainer teamed up with comedy website Super Deluxe for the hoax that shook up social media. After the site proved to be a fake, a video featuring Joanne was uploaded. This was definitely her best scam to date. Honestly, truly.

UPDATE #1 (8/30 at 3:45PM): Reps for Rihanna and Drake have confirmed to Pitchfork that DrakeAndRihanna.com is not associated with either artist. The site's a fake.

ORIGINAL STORY: Twitter seemed pretty convinced Drake might propose to Rihanna while presenting her with the Michael Jackson Video Vanguard Award at Sunday's VMAs, and while it didn't happen, there's more fuel for the fire.

Before we get to DrakeAndRihanna.com, just look at this classy Los Angeles billboard and the accompanying hashtag:

Meanwhile, the aforementioned DrakeAndRihanna.com has a countdown timer that'll end Thursday, Sept. 8 at 9 p.m. EST. It seems like, in a year where we've already gotten two Drake/Rihanna singles and a ton of joint live performances, a new song or a concert announcement would be too small to incite a countdown and a billboard mystery (a genre Drizzy absolutely loves).

So what's happening? A Drake and Rihanna joint album? The biggest wedding Toronto has ever seen? (You didn't miss that late night selfie they posted, did you?) Did Rihanna sign to October's Very Own, Drake's ineffectual-except-for-Drake label?

While we wait, watch an episode of our digital miniseries The Drake Effect, this one detailing how Drizzy changed hip-hop and R&B radio culture: