JAY-Z Teases 'Kill Jay Z' in '4:44' Ad

  /  06.28.2017

Just days before JAY-Z’s 13th album 4:44 is released, the Roc Nation boss unleashes another teaser in the form of a commercial.

The 30-second ad for TIDAL X Sprint features the beat for a song that’s titled “Kill Jay Z.” Note the subtle spelling change, which comes shortly after the label confirmed that JAY-Z is now going with all caps and a hyphen.

The black-and-white clip finds a young black man running with an urgent look on his face. As he runs, the camera pans out, revealing his shirt’s powerful message: “STAY BLACK.”

“Kill Jay Z” follows the ad for “Adnis,” which is assumed to be about Hov’s father, Adnis Reeves. Both beats were reportedly produced by No I.D., who is allegedly providing instrumentals for the entire album.

This will be JAY-Z’s first album since 2013’s Magna Carta…Holy Grail and his first since his reported $200 million deal between Sprint and TIDAL.

4:44 will be available Friday, June 30, exclusively for TIDAL and Sprint users.

UPDATE: “Kill Jay Z” wasn’t the only teaser that Hov released today. In fact, he also dropped a black-and-white clip for “MaNyfaCedGod.” This one stars Lupita Nyong’o and appears to be connected to the other two.

The 12 Years a Slave actress shows off her Oscar-winning skills in the 30-second clip. As a haunting beat plays, she reveals deep sadness in her eyes, tears flowing freely down her cheek, while her body shakes in agony.

JAY-Z has shown his love for Lupita in the past, on Jay Electronica’s “We Made It Freestyle.” “I’m on my Lupita Nyong’o,” he rapped. “Stuntin’ on stage, after 12 Years A Slave / This Ace of Spades look like an Oscar.”

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