More "4:44" Clues Surface During NBA Finals (It's Not Jay Z Album Promo After All)


More "4:44" Clues Surface During NBA Finals (It's Not Jay Z Album Promo After All)

New clues have emerged behind a new alleged TIDAL campaign surrounding "4:44" advertisements. A fresh commercial for the mysterious promotion premiered last night (June 7) during the NBA Finals.

Last night, a short clip featuring notable actors like Lupita Nyong'o and Mahershala Ali went viral.

However, it has now emerged that 4:44 is actually a forthcoming film starring Danny Glover, Moonlight's Mahershala Ali and Lupita Nyong'o. Ali plays a boxer, with Glover as his trainer. A trailer for the film debuted during last night's NBA Finals game in the US and is now available to watch online. The film is being produced by Tidal, which suggests new music from the rapper could still be part of the project. (NME)

To make things more interesting, phone giant Sprint is reportedly connected to the ad.

The last frame of the video indicates that the project is a joint venture with Sprint, which invested in the company earlier this year. Sprint CEO Marcelo Claure tweeted that the company will be bringing "customers exclusive content through our partnership" with the streaming service. He also tweeted that there will be more news about the partnership on Thursday. (The FADER)

Earlier in the week, speculation developed over the "4:44" ads.

On forums like Kanye To The and Reddit's HipHopHeads board, fans are speculating that 4:44 is some sort of new Jay Z project. (The ads also appeared at the Jay St stop... hint hint.) As one particularly excitable Kanye to The poster noted, last month, Swizz Beats posted a photo to Instagram showing himself and Jigga with the caption "They don't even know what's about to happen...AlbumModeZone." At around the same time, the up-and-coming producer HighDefRazjah tweeted that he was in Mike Dean's "crib last week w/ Jay , the legend in the flesh .." And over the weekend, a model named Stacey Hash tweeted that she "Saw a casting for a Jay-Z video here in LA." (SPIN)

Some media publications have noticed the ad coding reveals TIDAL is behind the campaign.

The ads have been appearing on rap-leaning music and culture sites such as Complex, 2DopeBoyz, and The Undefeated this morning. They read "4:44." Although they do not explicitly mention Tidal, the source code for the images includes the phrase ""tidal-444." The filenames for all the other display ads reference the names of the respective companies. Meanwhile, the same "4:44" ad has appeared in at least one NYC subway stop this week - specifically the Jay St. stop, wink wink. (Stereogum)

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