Whatever "4:44" is, it has a release date and Jay Z is involved in it! Last week, billboards bearing the number “4:44” popped up in New York and Los Angeles and online — even in New York’s Times Square, which ain’t cheap. Some bright spark spied the word “Tidal” in the code of the online ad and wonderers began wondering whether it was a teaser for Jay Z’s long-in the works next album.
The confusion only deepened after a black and white trailer for what appeared to be a film premiered during the NBA Finals featuring names like Academy Award-winning actors Mahershala Ali and Lupita Nyong’o, as well as Danny Glover.
Wording at the end of the clip lists the actors and sends viewers to the URL sprint.tidal.com, which at the moment has just a “stay tuned” message. Although Jay Z’s name was noticeably absent, people were seemingly convinced he still had something to do with it.
A new version of that mysterious “4:44” ad circulating the Internet now has Jay Z’s name and a release date stamped all over it. It’s still unclear what the nature of the project really is, but on June 30th we’ll have our answer. Stay tuned!
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