The politically charged commercial is titled “Kill Jay Z” and features a visibly frightened young man running in an alley with the words “Stay Black” on his shirt. It's an intriguing video that makes the viewer want to know more—specifically: What is the guy running from? The accompanying instrumental pairs well with the dramatic visual, which is shot entirely in slow motion. Perhaps "Kill Jay Z" is the name of a track that will appear on the upcoming album, along with the previously teased track "Adnis."
You can check out the black-and-white video via Tidal x Sprint above.
Details on Jay’s next project have been kept to a minimum; in fact, the album was being promoted before it was officially announced. In early June, mysterious 4:44 ads began popping up on the internet as well as the streets, leading many people to believe Jay’s 14th studio album was right around the corner. About a of couple weeks after the ads went up, Tidal finally confirmed the rumors.
But with less than 72 hours before it officially drops, there's still a lot of mystery surrounding the album. We'll just have to wait it out.
4:44 is set to drop this Friday.