Major phone provider Sprint has ended the speculation surrounding a mysterious 4:44 campaign. After weeks of anticipation, the project is reportedly a new Jay Z album.
Early Monday, Sprint confirmed 4:44 is related to a new Young Hov project set to exclusively premiere this month for its customers.
Last night, Jay’s TIDAL streaming service unleashed a major teaser off the album.
Earlier this month, 4:44 promo made it onto NBA Finals commercials.
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)
Here's the 4:44 ad pic.twitter.com/Jv0DBX6FoR
— oop (@BergsRB5) June 8, 2017
HD Version of the 4:44 Ad. More Details coming tomorrow Per Sprint’s CEO pic.twitter.com/V0KelrtXbh
— Chris Uño (@CRS_One) June 8, 2017
To make things more interesting, phone giant Sprint is also connected to the project.
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)