Jay-Z shared some big news tonight during Game 5 of the NBA Finals: He’s got a new album coming out in less than a month. Titled Magna Carta Holy Grail, the rapper’s 12th studio album will arrive on July 4th.
Jay-Z made the announcement in the form of a Samsung commercial that aired during the Miami Heat-San Antonio Spurs game. The three-minute ad shows Jay-Z working in the studio with Rick Rubin, Pharrell Williams, Swizz Beatz and Timbaland and musing on making art in the modern world.
“We don’t have any rules, everybody is trying to figure it out,” he says. “That’s why the internet is like the Wild West. The Wild Wild West. We need to write the new rules.”
Jay-Z dropped a hint about the announcement on Friday by posting a photo on his Life + Times website of a Samsung phone displaying the words “NBA Finals Game Five – Tune In – Turn Up the Volume.” Samsung, as the album’s website notes, is offering Magna Carta Holy Grail free to a million Galaxy users 72 hours before its general release through a customized app on their devices.
“The album is about this duality,” Jay-Z says in the ad, “of how do you navigate your way through this whole thing, through success and through failures, and remain yourself?”