Tidal Sheds New Light on the Mysterious 4:44 Campaign

Tidal Sheds New Light on the Mysterious 4:44 Campaign

It's a film starring Mahershala Ali, Lupita Nyong’o, and Danny Glover.

It's a film starring Mahershala Ali, Lupita Nyong’o, and Danny Glover.

Text: Emma Blanchard

Following the mysterious ads plastered around New York City and the cryptic online advertisements, the mystery that is 4:44 has finally been solved. In collaboration with Sprint, Tidal has tapped Oscar favorites Mahershala Ali, Lupita Nyong’o, and Danny Glover for a forthcoming film. The black-and-white trailer for the mysterious project, which was released during the NBA finals on Wednesday, depicts Mahershala boxing intensely while Danny Glover, who appears to be his coach, holds his punching bag in place. The film is said to be exclusive content for Sprint users as part of the partnership between the two companies, and while there is no official release date, the anticipation is killing us all.

While there is much speculation about whether or not this is a full-length film, a short video, or even a music video, Tidal and Sprint have withheld a majority of the details. What we do know is that 4 is an important number to Tidal mogul Jay-Z  and his wife Beyonce. The latter named her 4th studio album 4; their child's middle name, Ivy, is a reference to the Roman numeral IV, and both Jay and B sport matching IV tattoos.

Could this mysterious project be Jay Z's first visual album? A short film? A teaser for Jay's new album? Regardless of the content of 4:44, Sprint and Tidal have strategically positioned this project to be the center of media attention. While you anxiously await more details, check out the trailer below.

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