Watch mysterious 4:44 TIDAL trailer with Mahershala Ali

Danny Woods
June 8, 2017

As it turns out, the advertisements aren't quite signaling the arrival of Jay Z's next album (as many predicted), though Hova does seem to have his fingerprints on the project - 4:44 appears to be a Tidal-exclusive film. Ali, who won an Academy Award for Moonlight, is shown intensely boxing in a gym, a single spotlight illuminating the space. The Roc Nation rapper has also previously released the songs 22 Twos - from 1996's Reasonable Doubt - and 44 Fours from Kingdom Come.

A three-frame sequence at the end provides more info: Oscar victor #2 Lupita Nyong'o is also attached to 4:44, which is billed as an exclusive collaboration between TIDAL and U.S. mobile provider Sprint.

During Game 3 of the 2017 NBA Finals, a commercial finally solved the puzzle for curious fans, revealing exactly what the media giant has been alluding to over the past weeks - a partnership between Tidal HiFi and Sprint.

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"We recognize that music streaming is one of the most important services for consumers", Claure said in a statement.

Though a collaboration has been announced, it remains ambiguous as to what the partnership is and whether it ties in to new music from Jay Z. Fans remain hopeful that 4:44 is connected to new material from the artist. "We're providing our customers and anyone who signs up for Sprint a complimentary six-month trial of TIDAL HiFi so they can experience all the unique and exclusive content TIDAL has to offer".

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