Jay Z’s integrity as an artist is being questioned by millennials, according to a story on businessinsider.com

Celebrity branding expert Jeetendr Sehdev’s research found that the Brooklyn rapper “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,” per businessinsider.com.

A survey of more than 1,000 millennials says that Jay Z’s partnership with Samsung to release his Magna Carta Holy Grail album was 2013’s second-least popular celebrity marketing deal among consumers aged 13-31, the story says. Justin Beiber’s pact with OPI was the most unpopular.

“Millennials question the exact nature of Jay Z’s role in the artistic process,” Sehdev said, according to the business insider.com story. “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?”

RELATED: Moment Of Clarity: Jay-Z’s Holy Grail Of Advertorial Hip Hop [Editorials]