A commercial for JAY-Z’s new album 4:44 was released Tuesday, teasing the project with some provocative imagery.
The clip is called “Kill Jay Z,” and in it dramatic music plays as a black teenage boy sprints through an alleyway wearing a shirt that reads “Stay Black.”
Faint sirens blare in the background, making it clear he’s running for his life.
Watch the new commercial here:
4:44 drops June 30 on Tidal.