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Jay Z and Tidal's mysterious '4:44' ad gets a release date

Ralph Bristout

 // Jun 17, 2017

The mystery behind Jay Z and Tidal's 4:44 ad may soon be solved on June 30th.

Since the beginning of the month, billboards and ad spots online bearing the number "4:44" began sprouting out from out of nowhere, leading to speculation that it could be a teaser for Jay Z's 13th studio album.

Not long after, Tidal continued the growing mystery with a star-studded commercial during the NBA Finals, featuring Oscar-winning actor Mahershala Ali. The end of the trailer revealed that 4:44 is "starring" Ali, Glover and Lupita Nyong'o, and that the project is a collaboration between Tidal and Sprint.

4:44 includes Mahershala Ali, Lupita Nyong'o and Danny Glover, but no Jay Z...yet

Fast forward to Friday (June 16), less than 24 hours after his famous stream of shoutouts on Twitter to mark his Songwriters Hall of Fame induction, a new layer of ads have since emerge and features what many are assuming to be a release date, which started to pop up in West Hollywood, Calif, according to Hip-Hop DX. In the ad, Jay's name appears above the "4:44" and the date 6.30.17 — that's two weeks away. The promo ad also reads: "exclusively on sprint.tidal.com."

Could this potentially be the release date for Jigga's long-in-the-works 13th studio LP? If so, the release will come just five days after what will be the 21st anniversary of his debut album, Reasonable Doubt.

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