The Daily Grind Video

Are Jay Z’s business moves actually hurting his brand? Maybe.

According to research done by celebrity branding expert Jeetendr Sehdev, Jay Z’s Samsung deal — in which he released his Magna Carta… Holy Grail album to Samsung users first — was the second least popular celebrity marketing deal of 2013 among 13 to 31-year-olds. Justin Bieber’s deal with OPI was actually the most hated.

Even more interesting, among the 80 celebrities polled—like Tom Brady, HIllary Clinton and Morgan Freeman — Jay Z was least influential to their purchase decisions.

So what’s the deal? According to Sehdev, it’s a trust thing:

“Millennials question the exact nature of Jay Z’s role in the artistic process. Does he really write his own songs? Is he choosing the artists to collaborate with, or is he just the face of a money-making empire?”

Check out the entire article below. It’s pretty informative.

SOURCE: BusinessInsiderHypeTrak