All is revealed.

What the actual?

Earlier this week, a bunch of ads with ‘4:44’ popped up on a handful of hip-hop websites, as well as physical formats scattered around highly trafficked New York City hot spots.

Fans started speculating this was the beginning of Jay Z’s new album rollout and/or his collaborative project with Beyonce.

There were a million conspiracy theories floating around the Internet, namely how important the number ‘4’ is for the Carters.

Yeah, nah. Hype Beast reports that during Wednesday’s broadcast of Game 3 of the NBA finals, “a commercial aired finally breaking the mystery. Turns out 4:44 is a collaboration between Tidal and Sprint.”

Not long after, Sprint CEO Marcelo Claure Tweeted a message saying the company will deliver exclusive content to Tidal.

In other words… joke’s on us.

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