The rapper made the announcement during a commercial break at halftime of Game 5 of the NBA Finals; the album was revealed via a Samsung-sponsored advert, which showed Hov in the studio with Rick Rubin, Pharrell, Timbaland and Swizz Beatz, and which you can watch below.
The album will be released initially only to Samsung Galaxy owners who download a tailor-made mobile app on the 24th June. The first million downloaders will receive a digital copy of the record for free on the 4th July, and it will be made available to the general public three days later.
It’s an unconventional method of release, but not that surprising in an age when brand sponsorship is becoming increasingly common and even relatively unobtrusive in music. “The internet’s like the wild west…we need to write new rules,” Jay says in the commercial announcement. Watch it for yourself below.