TIDAL-Backed ‘4:44’ Excites & Confuses Everyone with Cryptic Marketing

Earlier this week, digital/physical ads and billboards have been popping up everywhere (read: New York, L.A. and your computer screen)…being the researchers that we all are, it was quickly revealed that TIDAL was behind the minimal and massive campaign: all you saw was ‘4:44’. Naturally, Hip-Hop took this as a sign that JAY Z — TIDAL’s owner — was preparing to release what would be his thirteenth album since 2013’s Magna Carta… Holy Grail.

Apparently, music is not the main product behind this at all. During Wednesday’s NBA Finals game, a minute-long, black-and-white trailer unveiled a boxing film that apparently stars Mahershala Ali, Lupita Nyong’o and Danny Glover. The end of the clip reads that this movie — called 4:44? — was produced by TIDAL in conjunction with Sprint (NOTE: Sprint acquired a third of TIDAL back in January). If anything, it shows TIDAL’s creativity and innovation when it comes to competing with its larger adversaries, moving just as much like Netflix as it does like Spotify or Apple Music.

Truth be told: this A-list presentation could still be promotion for new music from Hov — it’s not like he hasn’t gone big with album marketing before.

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