For the past week or so, the internet has been working itself into an absolute fever trying to decipher whatever the hell 4:44 is. Mysterious ads completely bereft of context have proliferated all over the place – including on PEDESTRIAN.TV.
The thing is, we legitimately didn’t have a clue what they were for, either. Until now.
The thing is, we legitimately didn’t have a clue what they were for, either. Until now.
An television short for the project has appeared in the US, featuring none other than Academy Award winner Mahershala Ali absolutely belting the heavy bag, while a wizened Danny Glover looks on.
A three-frame sequence at the end provides more info: Oscar winner #2 Lupita Nyong’o is also attached to 4:44, which is billed as an exclusive collaboration between TIDAL and US mobile provider Sprint.
THE FULL 4:44 HD AD pic.twitter.com/3cN5mQWpaj
— ?? (@stopshootingus) June 8, 2017
The emergence of that very swish footage, plus its plush backing track, lends credence to the theory 4:44 is Jay Z‘s new project.
Ignoring all of the hypothetical numerology fans have been obsessing over, it definitely feels like Hov is preparing to drop a visual album; God knows the Carter-Knowles fam knows a thing or two about that.
There’s currently no release date for whatever 4:44 is. We’ll keep you posted, though.
Source and photo: 4:44 / Twitter.
