{Business Insider} Generation Y Not Buying Into Jay Z's Brand Because They Don't Trust Him Anymore

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Prince.Skeletor

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In July, the rapper and business mogul Jay Z partnered with Samsung to release a new album, "Magna Carta Holy Grail," by giving away 1 million copies to the first Samsung mobile users to download a free app.


The deal netted Jay a cool $5 million in sales and a platinum album the moment it was released, and it burnished his image as an innovative businessman. But it's not clear that the $20 million partnership — or other recent Jaz Z ventures — have actually helped Jay Z's image.

According to research from celebrity branding expert Jeetendr Sehdev, Jay Z's partnership with Samsung was the second least popular celebrity marketing deal of 2013 among consumers aged 13-31.

In fact, the 1,000 millennials surveyed said the rapper himself was among the people least influential to their purchase decisions among the 80 celebrities Sehdev asked about.

Sehdev said that while Jay Z remains popular with Americans of all ages, his brand is missing one crucial piece needed to persuade them to spend hard-earned money on the products he touts: authenticity, something which Rapper Nas excels in!

As a group, millennials consumers place a high premium on buying products from brands they see as being honest and having social goals that go beyond those published in their quarterly earnings reports. And despite Jay Z's promise to "Never Change," these consumers say they don't know what he stands for anymore.

The survey found that Jay Z scored 70% lower in the categories of trustworthiness and honesty than did celebrities like Morgan Freeman and Jennifer Lawrence, an issue Sehdev chalks up to Jay's intense focus on making money seemingly however he can.

For instance, Sehdev said consumers praise Jay Z's intelligence, but question his integrity as an artist, noting that he has collaborated with a variety of musicians from Justin Timberlake to Kanye West, and dabbled in various genres like hip-hop, pop, and R&B.

Perhaps more damaging to Jay Z's ability to persuade consumers through branded partnerships are his constant references to other products in his music. Sehdev said that on "Magna Carta Holy Grail" alone, Jay Z referenced eight different luxury brands more than 20 times.

Despite the album's strong sales, critics condemned it for being an uncreative endeavor motivated by commerce rather than artistic expression.

"Millennials question the exact nature of Jay Z’s role in the artistic process," Sehdev said. "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?"

Further, Jay Z's recent business decisions outside music are seen as lacking cohesion with the person he claims to be.

After purchasing a stake in the NBA's New Jersey Nets and serving as the public face of a contentious campaign to move the team to his home borough of Brooklyn, Jay sold his interests in the team less than a year after.

The sale allowed him to pursue a new venture as a sports agent, while his beloved Brooklyn has yet to receive the affordable housing the Nets promised when they purchased public land to build their new stadium.

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

Sehdev praised Jay Z's participation in a revealing Vanity Fair cover story last month as a positive step toward regaining the trust of millennial consumers by shedding light on his social views and the family life he shares with his wife, Beyoncé, and their baby daughter Blue Ivy.

To continue this progress, Sehdev said Jay will have to continue to feed the public's thirst for knowledge about his relationship with his superstar wife and be mindful of only taking on partnerships that mesh with the Jay Z brand.

"We rarely see this true side of him," Sehdev said. "I believe Jay Z is going to need more exposure of his true self, meaningful partnerships, and true philanthropic efforts to get back into the good books of Millennials."
Click to expand...

http://www.businessinsider.com/jay-...because-people-dont-trust-him-anymore-2013-12


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Harry B

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Yet, his shyt sells and his tours sell out at those ridiculous (at least international) prices.
And lol at anyone questioning if he's writing his lyrics or picking collaborators(like skateboard, Kanye, Timbo, Beyonce, Justin, Nas and swizz beats I really think Jay needed people to find those underground collaborators).


Lol at the little delusional Nas edit, almost spit out my drink :laugh:
 
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Mike Otherz

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in hindsight, jay shoulda stayed retired. he basically eating of his wife now which is embarrassing. his wife putting out classics and is in her phsical prime, yet this old ninja always hanging around in her videos and everyone like who is this old dude. if i were j, i would fall back for a few years. every sh!tty move jay has made would be justifiable if he was still bringing that heat. face facts. Jays last great album was 2001. Black album was almost great. since then he was been very poor, over saturating the market with his guest verses. i wish he still had the hunger like his wife and lil brother kanye had. as in, i need to make dope fukking music, not just sell. but he already secured his legacy and has nothing to fight for really except expanding his brand.

the only way jay will make dope music again is if white people stop fuxin with him. his verse on that new rick ross had 4 dope lines. if he could have dope lines like that for a full 16 and even better full songs and the impossibe, full albums. then j would be back. but oversaturating the market wth wack product and making PR blunders like Barneys and belafonte( i only say blunders cause i dont think j did anything wrong in either situation. belafonte is a legend and his moral weight is profound, but he making assumptions about people and then throwing them under the bus to white america and black america, jay had every right to tell that man he talking rubbish. and with barneys, i know yall want him to be like, fx barneys i am bouncing, but that is not using ya head, just emotion).

imho, jay need to go away and never come back until that music is unfukkwitable.
 
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