Oscar winner Mahershala Ali, in darkness but bathed in light, goes at a punching bag. His trainer Donald Glover looks on. What does it all mean?
This is just some of the mysterious teaser trailer for something called “4:44,” released by TIDAL and Sprint Wednesday night.
The video premiered during the NBA Finals game and was tweeted out by Sprint CEO Marcelo Claure later that night.
“Excited to bring @Sprint customers exclusive content through our partnership with @TIDALHiFi – more news coming tomorrow!!”
— MarceloClaure (@marceloclaure) June 8, 2017
The video comes after an announcement in January which saw Sprint acquiring 33 percent of TIDAL, the exclusive streaming service run by Jay Z and owned in part by other artists such as Beyonce, Nicki Minaj, Coldplay and others. This gave Sprint customers unlimited access to the service.
“Sprint shares our view of revolutionizing the creative industry to allow artists to connect directly with their fans and reach their fullest, shared potential,” said Jay Z in a statement. “Marcelo understood our goal right away and together we are excited to bring Sprint’s 45 million customers an unmatched entertainment experience.”
The deal also included the promise that Sprint customers will gain access to exclusive content created by the partnership.
The Sprint/TIDAL partnership website tells visitors to “stay tuned.”