Here are some things you can do in 31 seconds: reply to a WhatsApp message, find and cut a loose string off your T-shirt, dream about what it would be like to be married to Channing Tatum, watch Lupita Nyong'o's transfixing performance in the teaser for Jay-Z's 4:44 visual album.
We went for the latter (although the Tatum option was tempting).
Yesterday, the rapper's streaming service Tidal released a 31-second clip titled 'MaNyfaCedGod' featuring a close-up shot of the Oscar-winning actress serving up some of her most emotionally-exciting and dizzyingly-brilliant performances to date.
In the clip, the 34-year-old appears to be going through a series amount of pain, anguish and turmoil, before information comes up that Jay-Z's album will be released tomorrow, exclusively on Sprint Tidal.
Nyong'o's clip is the third trailer from 4:44 we've seen to date, having recently seen a teaser – worryingly titled Kill Jay Z – featuring a young boy running.
Another sees Oscar winner Mahersala Ali box in a clip called 'Adnis'.
Just like that time Beyoncé dropped her visual album Lemonade over night, and decided to announce her recent pregnancy with twins in an epic Madonna-inspired photoshoot, we're totally confused by Jay Z's latest creative move.
But, like the news of Rihanna and Lupita are starring in a project together following a Tumblr post of them pictured together at a Miu Miu show at Fashion Week in 2014, we're extremely excited to see what's in store.
Katie O'Malley is the Site Director on ELLE UK. On a daily basis you’ll find Katie managing all digital workflow, editing site, video and newsletter content, liaising with commercial and sales teams on new partnerships and deals (eg Nike, Tiffany & Co., Cartier etc), implementing new digital strategies and compiling in-depth data traffic, SEO and ecomm reports. In addition to appearing on the radio and on TV, as well as interviewing everyone from Oprah Winfrey to Rishi Sunak PM, Katie enjoys writing about lifestyle, culture, wellness, fitness, fashion, and more.
