The hyphen in JAY-Z's name has returned just in time for the king of New York to drop a brand new album. After a perfectly marketed roll-out, Jay will drop his anticipated 4:44 on Friday. It's a visual project in collaboration with Tidal and Sprint, and so far, trailers have included the likes of Mahershala Ali, Lupita Nyong’o, Danny Glover.

Watch the latest trailer below, titled 'Kill JAY Z'.