Tidal began putting up mysterious ads in New York City for something called 4:44. Some people thought that it might be a new Jay Z album. A couple days later, a trailer surfaced online for what appeared to be a movie starring Mahershala Ali and Lupita Nyong'o.
On Friday, another layer was added to the mysterious project. HipHopDX reported that posters have gone up in Los Angeles that have both a release date for the project and Jay Z's name printed on them (as Jay:Z, keeping in line with the time theme). It appears that the project will be out June 30.
Jay Z has been in the public eye more than usual recently. He was recently inducted into the Songwriters Hall of Fame, making him the first rapper to receive the honor. After the ceremony, the usually private rapper took to Twitter to shout out over 90 of the rappers who have inspired him throughout his career.
The rapper also wrote an op-ed for Time wherein he declared the bail bond industry "exploitative" and promised to bail out incarcerated fathers for Father's Day.