Beyoncé's visual album Lemonade set off a firestorm on social media upon on its release this past Saturday (April 23). In addition to receiving much acclaim, the album's storyline about "Becky with the good hair" sparked rampant speculation that Jay Z cheated on Beyoncé.

While some onlookers have purported that Beyoncé's lyrics were an act of rebellion towards Jay Z, sources say he was involved in developing the storyline.

"Jay was involved in the creation of Lemonade and knew every song Bey was going to release," a source told E! News. "He knew the lyrics; he knew the implications. He had to approve the songs before release. Jay is a very smart businessman... Bottom line is that they are both really smart and they both saw dollar signs."

Another insider hinted at some truth to the rumors of Jay Z's infidelity. Ultimately, the Roc Nation boss supported his wife's way of expressing her pain.

"He is fully supportive. He understands the reasoning," the source explained to E! News. "This is part of the process of being transparent. And they have healed. He has been very humble about the experience. Beyoncé is the love of his life and he will do what it takes

Page Six spoke to multiple insiders who viewed the situation from different angles. Two of the sources claimed this was all a masterful scheme by Beyoncé and Jay Z to generate buzz.

"They develop these storylines to sell albums," one source said. "Lemonade is a movie crafted to drive sales. Jay and Beyoncé are entertainers at the top of their game. Do you think Jay would release her album on [his own] Tidal if it really was all about him? He is 100 percent behind this."

The other source pointed out how great the couple is at marketing themselves.

"They’re marketing masters," the source said. "They’re pros at this. The more attention, the more they sell, the better. All that speculation is to get press when they need it. Lemonade is much deeper than infidelity, but that’s the focus. As long as people are talking, they don’t care.”

The reality is that Jay Z and Beyoncé are the only ones who truly know what went down. But, it sounds like Hov was quite aware of what his wife was doing on her new album and was not caught off-guard like some have suggested.