As we reported yesterday, the numbers “4:44” have been popping as adverts on various music websites such as Complex and Fader, as well as billboards and posters in New York.
Despite the fact that nothing happens when you click on the online ads, the URL for the image on Complex’s website reveals the text “tidal-444” – the name of Jay Z’s popular streaming service. Because of this many have attributed the mysterious campaign to a new Jay Z album.
However after an advert for the illustrious “4:44” project aired during last night’s NBA Finals, the campaign’s true purpose has been revealed. The advert appears to actually be a film trailer, starring Moonlight actor Mahershala Ali as a boxer with Danny Glover in the role of his coach. The end of the trailer also reveals that Oscar winning actress Lupita Nyong’o will be involved.
To be honest we’re all still quite confused about the project, and Tidal’s involvement. One thing we know is we probably shouldn’t be expecting a new Hov album, for now at least.