After a few days of conspiracy theories and wondering, it was revealed on Wednesday night during the NBA finals that the mysterious 4:44 is not a Jay Z album, at least not yet.
here's the full 4:44 ad that premiered during the #NBAFinals btw..
— TUNE DAY (@theycallmeTUNE) June 8, 2017
Earlier this week, ads started popping up all over NYC and on media sites with the numbers “4:44.” Some people who are industry insiders, were able traced the ads to Tidal, the Jay Z-owned streaming service. And this of course started a whrilwind of thoughts and rumors that a new Hov album was on the way.
During Game 3 of the NBA Finals on Wednesday night, a commercial aired that revealed the mysterious 4:44 symbol is actually not what we thought. What we do know that it involves a partnership between Tidal and Sprint. It features Mahershala Ali (playing a boxer, it appears), Lupita Nyong’o, and Danny Glover.
— MarceloClaure (@marceloclaure) June 8, 2017
Sprint CEO Marcelo Claure tweeted out a message, along with a slightly different cut of the 4:44 ad. His tweet said that Sprint would be bringing exclusive content—including, perhaps, 4:44—to Tidal customers.
— Sprint News (@sprintnews) June 8, 2017