Jay Z may be one of the highest selling and greatest tenured MC's of our time, selling over one million copies of his album Magna Carta...Holy Grail this year. A new report unearthed by Business Insider however, questions the authenticity of his brand as it relates to millenials (18-31 year olds).

In the study, over 1000 people in the age bracket were asked about Jay and his many business endeavors as it relates to his music. His partnership with Samsung for Magna Carta? The second most hated celebrity endorsement of the year (The first? Justin Bieber's partnership with nail product juggernaut OPI). Jay was also voted one of the least influential to purchase decisions from young people.

Jay has always semeed ahead of the curve as far as his decisions with sponsoring and heading up new ventures, however the poll showed that he is missing an intangible that is key to the synergy of his brand and his image: authenticity. 

Jay Z scored lower than 70% in terms of trustworthiness, showing that most youth today place a very high standard on integrity when it comes to artists pushing product. Celebrity branding expert Jeetendr Sehdev explains further:

"Millennials question his approach to loyalty, whether it be to a business deal or to his fans. His motivation to just make money can be viewed to his audience as self-centered, even if they may be business savvy."

Jay Z has a special place in the hearts of those who have come up with him from his humble beginnings, but the studies are showing that there is a large disconnect between his recent business moves and the sincerity of his music. For someone who has ushered in the big business movement to hip-hop, according to these studies Jay may find more success in going back to the basics musically.

[via BusinessInsider]

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