Jay-Z’s brand-new Black Album is coming out at the end of this month, and the hype behind it is tremendous. Of course, there is always a bit of excitement every time Jay comes out with a new album. He is one of the best rappers in hip-hop history and a master of the publicity game. But there is an added layer of hyped-up froth for this release for several reasons.

According to the rapper, this will be his last album and everyone knows last albums score big points on the hype-o-meter. Jay got the idea for the Black Album (no singles, no promotion, no artwork and no videos — just music) from his martyred hero and friend, Biggie Smalls. Earlier this year, Jay said the entire album is to be a “prequel” to his classic 1996 debut, Reasonable Doubt, presumably devoid of all post-success bling-bling banter. Also, this “prequel” idea is an unprecedented concept for a rap album. The album will be released on a Friday — albums usually come out on Tuesdays — and not just any Friday. You guessed it: the Black Album is set to come out on Black Friday, the day after Thanksgiving and the biggest shopping day of the year.

With all of this mystique, mystery and anticipation, the Black Album will probably be the best rap record of the year! Maybe of all-time! Right? Well, there are a few technicalities. Jay has threatened to quit the rap game several times, yet in that same time span, he has become the most ubiquitous rapper ever. The album’s first single, “Change Clothes,” features hit-maker extraordinaire Pharrell from the Neptunes, and the accompanying video stars Naomi Campbell and other models cavorting down a catwalk. The lyrics speak of Jay’s knowledge of high fashion like Vera Wang — so much for the gritty “prequel” concept.

But, if all else fails (and it looks like it will), the album will still come out on Black Friday, the day retailers traditionally get out of the red. Because what’s the only thing better than living up to the hype? Making a load of money, apparently.