The cat's out of the bag — sort of.
After several days of social media playing the guessing game and Jay Z fans producing theories as to what the mysterious 4:44 advertisement could mean, the secret was somewhat revealed on Wednesday night.
During the broadcast of Game 3 of the NBA Finals, a commercial aired unexpectedly, revealing that 4:44 is actually, contrary to the Internet's assumption, not an upcoming Jay Z album release, but something else — exactly what it could be is still up for interpretation.
What's for certain, though, is that the commercial stars some major award-winning talent, including the likes of Oscar winners Mahershala Ali and Lupita Nyong'o, and Emmy nominee Danny Glover.
The commercial also promoted a partnership between Jay Z's streaming service, Tidal, and Sprint.
Take a look at the much discussed clip, below:
According to Sprint CEO Marcelo Claure, the service will soon be bringing "exclusive content" to Tidal customers, which may include 4:44.
On Thursday morning, Sprint News' Twitter account followed up, adding that the service's customers would be granted a complementary six-month Tidal trial, and beginning on June 9, both new and existing customers will also get six months of Tidal, absolutely free.
"More than two-thirds of mobile subscribers stream music an average of 45 minutes per day, making our partnership with Tidal a natural fit for Sprint and our commitment to offering innovative, affordable and worry-free service," Claure said in a statement.
Though the information that has been released in relation to 4:44, thus far, seems exciting, Jay Z fans are still somewhat left in the dark as to what the rapper's direct involvement — if any — is in the project. Only time will tell as to how it all connects as so many major resources are being used to promote the elusive venture.
Get the latest on Jay in the BET Breaks video, above.
(Photo: Kevin Mazur/Getty Images for Live Nation)