JAY-Z Shares Dramatic '4:44' Commercial Called 'Kill Jay Z'

The hall of fame rapper's new album is due out Friday.

A commercial for JAY-Z's new album 4:44 from Tidal and Sprint was released Tuesday, teasing the highly anticipated set with some striking imagery. 

In the clip titled "Kill Jay Z," dramatic music plays as a black teenage boy sprints through an alleyway wearing a shirt that reads "Stay Black." As faint sirens blare in the background, it's clear he's running for his life. 

The provocative title is likely an allusion to JAY-Z's recent name change on this album, adopting all capital letters and bringing back the hyphen in his moniker. 

JAY-Z's 4:44 is set for release on Friday, June 30, exclusively to Tidal and Sprint customers. JAY-Z is a Tidal owner and figurehead and in January Sprint paid $200 million for a 33 percent stake in the company.

Watch the new commercial here: