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


Jay Z seems to be making a new business deal almost every week. The Roc Nation mogul is the true definition of a hustler. And while that is applauded by those who see him as a man who turned nothing into a nearly half billion dollar empire, it's hurting him among Millennial consumers, also known as Generation Y, according to Business Insider.



Research by celebrity branding expert Jeetendr Sehdev, reveals that Jay Z's deal with Samsung, who bought one million copies of his Magna Carta Holy Grail album and gave them away for free to users who downloaded Samsung's Android mobile app, was ranked 2nd behind Justin Bieber's partnership with OPI as the most disliked "celebrity marketing deal of 2013 among consumers aged 13-31."

The $20 million partnership lined Jay's pockets to the tune of $5 million, but Apple Insider writes that the app contained spyware that tracked your location, phone numbers you called, which apps you use and your device ID.




Given Samsung's first party spyware tool disguised as a free album, users don't have to worry about rogue malware developers snooping on their activities, calls, apps and location. They're already being exploited by their phone's maker and the operating system it runs, which are optimized for data collection and remote monitoring


Then there is the issue of the rapper's constant name brand dropping (he referenced eight different luxury brands more than twenty times on MCHG), his frequent collaborations with "hot" artists like Rick Ross, Justin Timberlake and Kanye West and the way he dabbles in different genres of music like R&B, hip hop and pop.



"Millennials question the exact nature of Jay Z’s role in the artistic process," Sehdev told Business Insider. "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? We rarely see this true side of him. 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."

As a minority partner in the Brooklyn Nets and a Brooklyn, New York native, Jay was instrumental in helping the team move from New Jersey to his hometown. As part of the $5 billion Atlantic Yards project which helped to build the Barclays Center where the Nets play, there was a component to build 
2,250 units of affordable housing in Prospect Heights, adjacent to downtown Brooklyn.



Barclays opened on September 21, 2012. The affordable housing units are still not yet completed. In September 2013, Jay sold his share of the Brooklyn Nets to Jason Kidd.


According to Business Insider, Jay was the least influential in purchasing influence among celebrities in a survey of 1000 Millennials.


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.


Jay Z has also taken a public hit from the recent Barneys controversy. The high end retail outlet has been accused of racially profiling it's customers in New York City. At the time the accusations came to light the rapper had already struck a deal with the store to roll out the "Sean Carter Collection," which consisted of high priced, clothing, backpacks, rings and more.


After looking into the situation Jay released a statement via his Life+Times website announcing he was moving ahead with the collection.


In the past several weeks two separate investigations were launched as a result of the wrongful detention of Trayon Christian and Kayla Phillips. My team has been privy to the status of the Barneys third party consultant investigation. In continuing our research, we also contacted the New York State Attorney General’s office for the status of their investigation into both Barneys and Macy’s. Those findings are not yet available.


While I await the findings of the Attorney General’s Office, I have agreed to move forward with the launch of BNY SCC collection under the condition that I have a leadership role and seat on a council specifically convened to deal with the issue of racial profiling. I am in a unique position to use my voice to affect change to this disturbing issue. The easy position would have been to walk away and leave policy making to others hoping that someone addresses the problem. I will not leave the outcome to others. I will take this into my own hands with full power to recommend, review and revise policies and guidelines moving forward. I am choosing to take this head on.


As I previously stated, the collaboration with Barneys has always been about giving and The Shawn Carter Foundation. From this collection, the Foundation will receive not only 25% of sales, it will now receive the additional 75% of Barneys’ sales, totalling 100% of all sales from BNY SCC. Along with 100% of sales from the collaboration, the Foundation will receive an additional 10% of all retail sales from Barneys New York stores nationwide and on November 20th.  - Shawn “JAY Z” Carter


The statement did little to satisfy the people who wanted Jay to pull out of the Barneys deal. Some felt like Beyonce's husband had nothing to do with the actions of the store and therefore should not be criticized, while others remained angry.


What does this all mean? Will Hov's albums and merchandise suddenly stop selling? That's highly doubtful, but it does indicate that consumers most likely to buy his products aren't convinced that Jay Z is as trustworthy as they would like him to be.


Sources: Business Insider, Apple InsiderNew York Daily News

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Tags: Anymore, Because, Brand, Buying, Don't, Generation, Him, Into, Jay, Not, More…They, Trust, Y, Z's


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Comment by SMP on December 29, 2013 at 10:49am

Good, Gay-Z is a phony, lol.

Comment by T.T.S. on December 28, 2013 at 7:38am

"Generation Y Not Buying Into Jay Z's Brand."
Generation Y? Generation X, Y or Z ain't f*cking with this guy no more.

Comment by 1THUG aka SUPPREEM MACRIFF!! on December 28, 2013 at 4:37am

i would trade places wit rappin 4 tay befoe i trade places wit jay!! i would never wanna be dat lame...and beyonce gotta snotbox job!!...beyonce always talkin how she mixed wit fwench and european white and indian...BETCH PLEASE!! get rid of dat blond dye and let dat relaxer treatment sweat out and we will see how mixed you is...and plus why you got rid of ya broad afrikan snotbox and swopped it out wit dat white one!! fraud azz betch...wanna be white betch!! carved up her snotbox...then talkin bout she mixed!! betch cut it out...go look at bey real nose...fake azz!! and i aint hatin cos my blood prassure is 110 over 70...i aint hype at only crime is i told tha truth!!

Comment by 1THUG aka SUPPREEM MACRIFF!! on December 28, 2013 at 4:19am

jay is a snake...all tha real neggaz dat let heem peep game and hang around all say he shetted on them and aint shet...and they aint all hatin!! iss proven how jay do tha neggaz dat went to bat for heem!! he wont even suppote a boycott barney movement on tha strength dat it will cost heem some breadd!!

he went to tha treyyvonn rally juss for ah look...negga aint hollin nout treyyvonn NO MORE...dat tell you it was only juss for ah look and not for tha plight of young black males!! i ONLY suppote those dat suppote me!!

Comment by 1THUG aka SUPPREEM MACRIFF!! on December 28, 2013 at 4:15am

iss tha new movement FUGG JAY ZHEE...real neggaz dont really fugg wit heem!! see how he did dane dash aka bonks adventure head!! dane dash went to WAR for jay and dane really rep dis hip hop shet to tha bone gristle...and them lihor cohen ritt rooben jooz despise real neggaz like dane dash...but they love lap dogs like jay zhee that will follow orders and do whateva they told for a buck!! well buck jay...dat negga a mile wide yet only ah inch deep...notice how them d!ck hopper innerviewers let heem get away wit out really pressin heem for deeper context...iss all game...if you were to aks jay why he suppote gay marriage...he will say...cos iss time to respeck all peoples wishes...and they wont aks heem to elaborate...i fugg wit tha duck dynasty negga who said sodomy is deviant behavior and fuggin a man in his azz and you think that shet is proper!!?? if you wanna fugg a negga in his azz in privacy...then do you...but dont promote dat shet to impressionable kids or to society at large...and dont tell me i gotta suppote dat shet!! marry a fuggin chiwawa if you want but dont push dat shet on me as proper!!

Comment by 1THUG aka SUPPREEM MACRIFF!! on December 28, 2013 at 4:07am

im proud to say i never purchased not one single or album from jay zhee and i never me personally, he cawny and he a fraud!! tha only time jay push drugs is when he slid them tylenols over tha counter to tha rite aid cashier!!

Comment by 1THUG aka SUPPREEM MACRIFF!! on December 28, 2013 at 4:06am

fugg jay zhee...dat negga a snake...and a lap dog for them illuminotty jooz!! jay aint got no power...he juss useful to keep tha masses dumm down!! jay wouldn't sacrifice one shiney dime to suppote black bumms when it came to light dat barneys was harassin them bummz...he wouldnt sacrifice one nickel when he was made aware of barclays direct involvement in tha afrikan slave trade...and jay helped to displace poor black and latinos in brooklyn juss to build ah arena complex!! tha only time jay stood up was against cristal...and thazz only cos he was bringin a liquor to tha market!! jay is a coward...

Comment by fckweezyandbirdman on December 28, 2013 at 3:57am

F-Uck Gay-Z

Comment by The adult n the room on December 27, 2013 at 2:07pm
*^ wouldn't not want to be at the mercy*^
Comment by The adult n the room on December 27, 2013 at 2:03pm
@This5 - tell me something, where do I live? How old am I? What's my real name? Where do I work? How much do I gross annually? What type of vehicle do I drive? Do I have children, if so how many? If you can't answer at least one of these questions - which I don't believe you can - it's safe to say that you don't know me. Therefore, making empty assumptions about someone whom you've never met over the internet is quite pointless & such a terrible waste of time. Don't you think so?? As far as HOV goes, yes I am a fan, but more so a fan of success. While you guys make comments like "he's trash" or call him names & such, I applaud his success. I'm not a fan of all his music, but his business savvy is 2nd to none. In my opinion, he's one of if not the most inspirational guys in the music business. Every artist should want to aspire to be like Jay. Not, his lifestyle or make his kind of music, but rather follow his moves. What artist wouldn't want to be at the mercy of their label? Drop albums at YOUR leisure, not the label. Call your own shots? He is a walking model of success & it's quite inspirational. So, if you choose to label me as a "d**k rider, sucker, slurpper, gobbler" or any other derogatory term you can think of, so be it. Cause as I said, you don't know me & if you view anyone who applauds success in a negative light, well then sir good luck with that.



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