Jay-Z has taken branding to a whole new level, announcing his new album in a cell phone commercial.

Magna Carta Holy Grail, Jay’s first album since teaming up with Kanye West for Watch the Throne, arrives July 4, according to a three-minute Samsung spot that aired during Game 5 of the NBA Finals on Sunday night. As a tie-in to the album’s release, the first million Samsung Galaxy users to download a special mobile app will unlock the disc 72 hours early.

Check out the ad — featuring basically every relevant hip-hop producer there is (Pharrell Williams, Timbaland, Rick Rubin and Swizz Beatz) in the studio with Jay — below:

“Pretty much the album is about this duality of how do you navigate your way through this whole thing — through success, through failures — and remain yourself,” Jay says about the surprise release, giving fans a preview of a few lyrics and beats in the ad.

Magna Carta Holy Grail arrives July 4, but Samsung supporters can head to to hear the album first.

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