The mysterious message is apparently the title of a movie exclusively produced by the Roc Nation mogul's streaming service and mobile company Sprint.
The mystery about "4:44" Tidal-affiliated ads has now been solved, and fans are disappointed to know that it isn't a hint at Jay-Z's new album. During recent broadcast of Game 3 of the NBA finals on Wednesday, June 7, a commercial announced that "4:44" is a collaboration between Tidal and Sprint.
Shortly after, Sprint CEO Marcelo Claure took to Twitter to announce a Tidal exclusive movie titled "4:44". He wrote, "Excited to bring @Sprint customers exclusive content through our partnership with @TIDALHiFi - more news coming tomorrow!!"
Along with the announcement, Claure shared a teaser of the upcoming movie. The clip shows Mahershala Ali as a boxer and Danny Glover as his coach. However, the other lead actor, Lupita Nyong'o, doesn't make an appearance in the teaser. Judging from the clip, it looks like the movie will be a black-and-white, NC-17 project.
The speculation doesn't stop there, though. Fans are still hoping that "4:44" will be a new project from either Jay-Z or his wife Beyonce Knowles, due to the couple's obsession with number 4. Many even speculate that Jigga will release a visual album.