Originally intended to come out on April 4th, No I.D. However, this new trailer also featured lyrics from a prospective song titled “Adnis.” The trailer confirmed the speculation that the film would be related to JAY-Z’s album on its release date of June 30.

About two weeks later, on Father’s day, a similar but shorter trailer was released. On June 7, 2017, a trailer was released, and 4:44 seemed to be an upcoming Tidal-exclusive film starring Mahershala Ali, Lupita Nyong'o and Danny Glover. The album’s promotion started off with mysterious “4:44” subway posters all over Los Angeles and New York. The partnership is set to support the 1Million Project, which aims to connect low-income high school students to the internet. The entire album is produced by No I.D.Ĥ:44 was available exclusively on TIDAL in a joint-promotion with Sprint the telecommunications company’s CEO Marcelo Claure announced that every customer is set to receive a six-month trial of TIDAL for free. It arrived after a four-year hiatus, and just 15 days after his historic induction into the Songwriters Hall of Fame on June 15, 2017. 4:44 is the long-anticipated thirteenth album from JAY-Z.

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