Never underestimate the genius that is JAY Z. Earlier today, the rapper, who recently added the hyphen back into his notable name, released a new commercial teasing his highly anticipated (and hyped) new album, 4:44, which drops on Friday.

The clip shows a young man in a shirt that reads “stay black” running from something. It’s sound tracked by a new instrumental, and interestingly enough, the title of the trailer is “Kill Jay Z.”

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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 commercial here.