After mysterious 4:44 banners stared popping up on Complex, The FADER and our very own site HYPEBEAST, it left many pondering what the cryptic numbers could mean. Many JAY Z fans even speculated the numbers — with a whole lot of calculations — meant a new album was on the way from the Roc Nation king. Turns out it’s something entirely different.
During Wednesday’s broadcast of Game 3 of the NBA finals, a commercial aired finally breaking the mystery. Turns out 4:44 is a collaboration between TIDAL and Sprint. In the short clip, actor Mahershala Ali is seen boxing with Danny Glover acting as his coach. As the video ends, the credits reveal Academy Award Winner Lupita Nyong’o is also involved.
Soon after, Sprint CEO Marcelo Claure tweeted out a message that Sprint would be bringing exclusive content to TIDAL customers. Watch the ad below and stay tuned for more details. For now check out the little information that is present about the TIDAL x Sprint partnership.