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A commercial for JAY-Z’s new album 4:44 from Tidal and Sprint was released Tuesday, teasing the highly anticipated set with some striking imagery.
In the clip titled “Kill Jay Z,” dramatic music plays as a black teenage boy sprints through an alleyway wearing a shirt that reads “Stay Black.” As faint sirens blare in the background, it’s clear he’s running for his life.
The provocative title is likely an allusion to JAY-Z’s recent name change on this album, adopting all capital letters and bringing back the hyphen in his moniker.
JAY-Z’s 4:44 is set for release on Friday, June 30, exclusively to Tidal and Sprint customers. JAY-Z is a Tidal owner and figurehead, and Sprint paid $200 million for a 33 percent stake in the company in January.
Watch the new commercial here:
A version of this story originally appeared on Billboard.com.
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