Mystery solved.
For weeks now we’ve been seeing extremely vague ‘4:44‘ advertising floating around various billboards, poster walls, and online. Even right here at yr favourite website ever PEDESTRIAN.TV.
Unlike a lot of other digital advertising, there was no click-through to shed light on what was going on. Hell, even all of us here in the office had no idea what on earth was going on with it.
A little over a week ago we got a small taste of whatever the mysterious project was when Tidal dropped a trailer for a reportedly NC-17 rated (the US equivalent of our R rating) film starring Mahershala Ali, Danny Glover, and Lupita Nyong’o.
As it turns out, “film” is something of a misnomer.
Thanks to new advertising for the product, it’s almost 100% certain that ‘4:44‘ is the title of a brand spanking new Jay Z visual album. And hooley dooley we do not have to wait long to get our hands on it.
Fliers for the project have reportedly been spotted popping up across Hollywood, confirming that it’s a Jay Z joint, released as part of the collaboration between Tidal and Sprint.

Assuming that’s true, this means we are set to cop Jay’s first album since 2013’s ‘Magna Carta Holy Grail‘ on June 30th. As in, about a week and a half from now.

What’s more, Tidal and Sprint released another teaser video for the project, this time featuring a snippet of an unreleased Jay track reportedly titled ‘Adnis.’

Adnis, for those of you with sharp knowledge of the Carter family history, is the name of Jay’s father, Adnis Reeves. That the teaser is being dropped on US Father’s Day is surely not even a remote coincidence.
There’s no indication at the moment as to whether the album will be a complete Tidal-exclusive, or whether other platforms (including physical) will see an album release at any point soon. Either way, time to set the hype machine into overdrive, by the looks of it.
First the blessed twins and now this. It’s a big day for Jay, folks.

Source: Uproxx.
Photo: Taylor Hill/Getty.