Image via screengrab

Earlier this week a series of TIDAL billboards advertising something titled 4:44 popped up in New York City. In case you forgot, TIDAL is Jay Z’s flailing music and video streaming service that rudely trapped Nicki Minaj and Beyoncé’s “Feeling Myself” video as an exclusive before it leaked. YEAH, YOU REMEMBER.

During Wednesday night’s NBA Finals game, a trailer for a short film or music video titled 4:44 aired in collaboration with Sprint, and featuring Mahershala Ali, Lupita Nyong’o and Danny Glover.

According to Complex the 4:44 billboards were initially believed to be an ad for a new Jay Z album. And they certainly still could be, if this is a music video for a new song or promo for a new album.

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Earlier this year Sprint acquired 33% of Tidal and Sprint CEO Maurice Claure tweeted a higher res clip of the “exclusive content” on his Twitter:

I swear to god if you have to access this by being both a Tidal subscriber and a Sprint customer, I don’t know what I’m going to do people.

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Jezebel has reached out to Tidal for comment and will update this post when they respond.