jay z

Shawn “Jay Z” Carter is one of the most important hip-hop — scratch that, music — figures of all time. That’s a given. But could Hov’s decorated brand be on the decline? According to research from celebrity branding expert Jeetendr Sehdev, Jay’s Magna Carta… Holy Grail partnership with Samsung was the second least popular celebrity deal of 2013 among 13-31 year olds. Only Justin Bieber’s partnership with nail product manufacturer OPI was more disliked.

Among the 1,000 millennials surveyed, Hov also ranked as one of the least influential celebrities when it comes to purchasing decisions. Despite the fact that he remains popular with Americans of all ages, the report reveals that younger listeners find it difficult to trust Jay’s integrity when it comes to art versus money. Was that $5 million check and platinum plaque worth it?

You can read the full report on Business Insider.

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