Jay-Z announced his new album via a Samsung commercial

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Viewers of last night's Spurs-Heat game got a surprise in the form of an announcement of a new Jay-Z album, Magna Carta Holy Grail—which itself came in the form of a three-minute-long glimpse into the making of the album that's due out July 4, couched in the form of a Samsung commercial. The spot grabs your attention, as it's not immediately apparent what you're watching: A piano chord repeats as Hova is seen listening intently. Eventually we see a studio, where Jay confers with Timbaland, Pharrell Williams, Swizz Beatz, and someone who's either a homeless man who wandered into the studio to sleep on the couch, one of the dwarves from The Hobbit, or Rick Rubin.