TIDAL is cooking up something interesting with Sprint and Oscar winners Mahershala Ali and Lupita Nyong’o.
On Thursday, Marcelo Claure, president and CEO of Sprint, released a black-and-white teaser video for something called 4:44. Ali, who won an Academy Award for Moonlight, is shown intensely boxing in a gym, a single spotlight illuminating the space. Also featuring shots of the actor staring himself down in a bathroom mirror and his trainer wafting cigarette smoke throughout the scene, the video reveals Nyong’o, who recently shot Marvel’s Black Panther. Danny Glover also stars in 4:44.
“Excited to bring @Sprint customers exclusive content through our partnership with @TIDALHiFi – more news coming tomorrow!!” Claure tweeted.
The video initially aired during the NBA Finals game on Wednesday, and billboards for 4:44 began popping up in New York City earlier this week.
News of 4:44 arrived as TIDAL and Sprint announced a partnership to bring Sprint customers an all-access pass to TIDAL, and a six-month pass to TIDAL HiFi for new and existing Sprint customers beginning Friday, June 9.
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“We recognize that music streaming is one of the most important services for consumers,” Claure said in a statement. “More than two-thirds of mobile subscribers stream music an average of 45 minutes per day, making our partnership with TIDAL a natural fit for Sprint and our commitment to offering innovative, affordable and worry-free service. We’re providing our customers and anyone who signs up for Sprint a complimentary six-month trial of TIDAL HiFi so they can experience all the unique and exclusive content TIDAL has to offer.”
The move seems partially in an effort to expand Sprint’s customer base, but with every new line activation with a device purchase or lease beginning June 9, the company will donate $2 to support the 1Million Project from Sprint and the Sprint Foundation. The 1Million Project offers up to four years worth of free mobile devices and high-speed wireless internet to one million low-income high school students without internet access in their homes.