So… this is what that 4:44 thing is all about?
Throughout the week, random adverts with the number have sprouted up on various websites — including this one — and throughout New York, with many leading to believe that it was promo for a new JAY Z song/project. As it turns out, not so much.
During Game 3 of the NBA Finals a commercial for “4:44” aired on television. As it turns out, it looks to be for a film (or short film) starring Oscar winners Mahershala Ali, Lupita Nyong’o and Danny Glover.
— MarceloClaure (@marceloclaure) June 8, 2017
The spot also, formally, announced the recent union of Sprint and TIDAL; back in January 2017 Sprint announced that they purchased a 33 percent stake in TIDAL for approximately $200 million. While some assumed that TIDAL would be made free for all Sprint customers, that’s only half-true: beginning June 9th, new and existing customers can get six complimentary months of TIDAL HiFi. After that, it will be $9.99 a month like Apple Music’s individual plan and Spotify’s premium plan.
So, to wit: it was all for TIDAL. Case closed.