If you were watching Game 5 of the NBA finals tonight you couldn’t have missed this: in a three-minute spot paid for by Samsung and promoting its Galaxy smartphones, rap legend Jay-Z introduces and previews his 12th studio album titled Magna Carta Holy Grail. Thankfully there’s no product placement or any cheesiness at all here, really; it’s just Jay and his collaborators Pharrell Williams, Timbaland, Rick Rubin, and Swizz Beatz brainstorming new beats and rhymes for Jay’s upcoming, surprise release.

“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,” remarks Hova.