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Via | HipHopDX

Speculation began to swirl like a cyclone when a curious marketing campaign kicked off from Jay Z’s TIDAL camp that gave no information other than the number “4:44.” Many people thought it signaled a new album from Hov, but it looks like that’s likely not the case.

During Wednesday night’s (June 7) NBA Finals, a trailer aired that finally shed some light on the mysterious campaign and it pointed to a film rather than an album — and people are either confused, convinced they know exactly what it is, or simply surprised.

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4:44 Probably Isn’t A New Jay Z Album & Now People Are Confused  was originally published on

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