This is pretty interesting, but easily understandable.
The Business Insider just published an article suggesting that Jay Z is losing his credibility. (Blaspheme …)
The primary driver of the decline is identified as his latest album, Magna Carta Holy Grail.
Remember back in July, Hov partnered with Samsung by giving away 1 million copies to the first Samsung mobile users to download a free app.
The deal netted Jay $5 million in sales and a platinum album the moment it was released. But 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, a group that included a range of personalities spanning from Tom Brady to Hillary Clinton. Yikes!
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.
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.
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.
Whoa. Unfortunately I can’t say this was my fondest project from Hov.
Read the full article HERE.
Leave a Reply