In the time since the mysterious 4:44 ads started popping up both online and offline, social media sleuths were hard at work attempting to uncover the meaning behind the numbers.
The official reveal finally came Sunday (June 18) via an ad from the Jay Z-owned TIDAL. The ad reads: “Experience JAY Z’s ‘4:44’ on 6/30, exclusively on TIDAL.com…JAY-Z’s 13th studio album ‘4:44′”
Sprint also shared a clip that gave us the first taste of the lyrics on the album from a song called “Adnis.”
“Letter to my dad that I never wrote/ Speeches I prepared that I never spoke/ Words on a paper that I never read/ Proses never penned they stayed in my head,” Jay utters over the beat.
— Sprint (@sprint) June 19, 2017
The release of 4:44 will serve as one aspect of a partnership between TIDAL and Sprint, with Sprint customers being granted exclusive access to the album.
“Today is an exciting day to be a Sprint customer,” Sprint president and CEO, Marcelo Claure said in a statement. “JAY-Z is a global icon and we’re giving customers an incredible opportunity to be among the first to experience his new album 4:44. Our loyal, existing customers, and customers who switch to Sprint, can experience the album exclusively, plus access a complimentary six-month trial of TIDAL HiFi, giving them access to content they can’t get anywhere else.”
Following the release of a trailer featuring Mahershala Ali and Danny Glover, which aired during the NBA Finals last week, many quickly assumed that 4:44 was the title of an upcoming film from Hov and company.
4:44 will serve as a followup to Magna Carta Holy Grail, which dropped nearly four years ago.
In addition to dropping 4:44 at the end of this month, Jay Z and wife Beyoncé also welcomed a set of twins.