Remember when JAY-Z shared a random black and white clip of a kid running away from something late last month? It turns out it was a scene from Hov’s new visual “Kill Jay Z,” which comes from his 13th studio album 4:44.

Directed by Gerard Bush and Christopher Renz, the visually dramatic video starts off with the kid seen in the aforementioned clip sprinting down the street in a shirt that says “Stay Black.” From there, it only seems to get more obscure, but JAY’s former self is the only thing that metaphorically dies.

The narratively complex song includes the subliminal disses aimed at Kanye West, his mention of the infamous elevator fight with his wife Beyoncé’s sister Solange and his warning to “never go Eric Benét.”

JAY is getting ready to take off on an extensive tour in support of 4:44. Check out the tour dates here and the TIDAL exclusive above.