A mysterious promotional graphic surfaced on Facebook earlier this week that appeared to suggest that a new Led Zeppelin release would be unveiled on July 17, 2017.

We dug into the history of the image to figure out where it comes from — and what it could be about.

The image first surfaced on Facebook

It appears that the image originated on the Facebook profile of Tom Dolan, who then posted the image to the “LED ZEPPELIN – ALL ACCESS” Facebook group. Dolan claimed one of his friends posted the image to his Facebook timeline.

A few hours later, one of the group’s administrators posted the image to Tight But Loose editor Dave Lewis’ Facebook timeline, which caused it to spread around the internet.

It’s not an official release

Led Zeppelin Official Forum member rm2551 posted the graphic there and asked if it was for an official release. Administrator Sam Rapallo commented “Not official,” which rather definitively denies that it’s a teaser for an upcoming official release.

Some people think it’s for a bootleg release of the Seattle Kingdome show

One theory that has been mentioned on Facebook is that the promotional graphic is for a re-release of the July 17, 1977 Seattle Kingdome show. The release date in the image would be exactly 40 years after the show. And the filename of the image posted to the Led Zeppelin forum is “07_17_17.kingdome.jpg.”

But the image doesn’t appear to come from any of the Japanese bootleg labels, making it unlikely that it’s promoting an upcoming bootleg release. We haven’t heard any rumours about a new Seattle Kingdome release, either.

Others think it’s about ‘Deus Ex Machina’

Another theory is that the graphic is designed to promote Empress Valley’s upcoming March 21, 1975 soundboard release “Deus Ex Machina.”

But this doesn’t make sense, either. As we reported on May 15, that bootleg is scheduled to be released in mid-June, not mid-July as the promotional graphic suggests.

It could just be a prank

So if it’s not an official release, and it’s not the Seattle Kingdome show or “Deus Ex Machina,” what is the image promoting?

Well, it could just be a prank. Tom Dolan, the person who first shared the image, said the friend who shared it with him is “a great troll.”