Earlier this month, mysterious "4:44" ads began to pop up online and outside, without reason or context. Despite the lack of detail, however, many speculated that the images were a hint towards an upcoming Jay Z album. Days later, during Game 3 of the NBA Finals, a movie-like trailer aired featuring the same numerical phrase, but still without any mention of the lyricist. But on Friday (June 16), revamped ads began to appear, now finally bearing Jay's name. And yesterday, the correctly-predicted news was officially confirmed: JAY-Z's new album 4:44 is dropping June 30—yes, the hyphen is back(!) and the capitalization is mandated—exclusively to TIDAL subscribers and Sprint customers.
Here's how people reacted to the album's exclusivity, No I.D.'s production, JAY-Z's new stage name styling and, naturally, his haters.
Wow, Hov is taking this 4:44 thing the whole way by releasing the album on America's 4th-favorite steaming service & mobile carrier. https://t.co/U13CnsP66H— Anil Dash (@anildash) June 19, 2017
"new jay z album"— Seinfeld Current Day (@Seinfeld2000) June 19, 2017
"TIDAL exclusive" pic.twitter.com/Y6A8mzZ83C
Me to y'all opinions on a Jay Z album in 2017. pic.twitter.com/Xx59gDImra— Kazeem Famuyide (@RealLifeKaz) June 19, 2017
No ID gave us Bound 2, Find your Love, Holy Grail, Run this town, Black skinhead, Heartless & yall questioning this Jay Z album? Smh— EverybodyHatesBdell (@Bdell1014) June 19, 2017
Also, after Hov made us get rid of the dash between Jay and Z, I refuse to add a colon between Jay and Z. Jay:Z aint happening.— DJBooth (@DJBooth) June 19, 2017
every spelling of jay-z is correct. it's like hanukkah.— paul thompson (@paulxt) June 19, 2017
"4:44 6/30."— Jordan Hernandez (@YouEnKay) June 19, 2017
"Executive produced by No ID."
When Jay-Z announces his new album will stream exclusively on Tidal: pic.twitter.com/Z170v2qRgX— William (@WillieJack1138) June 19, 2017
Jay Z's average is better than a lot of these guys' best. It's simply the truth. pic.twitter.com/AbRXCVBaGi— ronald isley (@yoyotrav) June 19, 2017
Jay-z was born December 4th, Obama was 44th President, Obama was born August 4th, Beyoncé was born September 4th, Jay & Bey got married 4/4 pic.twitter.com/ek553fFKHu— Matthew A. Cherry (@MatthewACherry) June 19, 2017