Ahead of the release of his upcoming album 4:44, JAY-Z has shared a dramatic commercial for the project.

In the clip, "Kill Jay Z" a black boy wearing a shirt that reads "stay black" is running for his life through an alleyway, as sirens blare in the background. The title of the commercial is likely in reference to his most recent name change, in which he added the hyphen once more.

Leading up to the album, Jay has been hosting listening parties across the country. Not much is known about Jay’s album other than veteran hitmaker No I.D. produced the entire project. Jay reportedly is working on a music video for the album as well, which was shot near the Marcy Projects in Brooklyn, N.Y. In addition, JAY-Z will embark on a tour in support of the album in the fall.

Jay's new album is due out this Friday, June 30, exclusively to Tidal and Sprint customers. Watch the commercial below.


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