Is Jay Z keeping it real? According to a new survey, young people question the rapper's authenticity and don't know what he stands for anymore.

Business Insider shares a study of so-called millennials (people ages 13-31) and among all celebrity endorsements, Jigga's Samsung partnership for his 'Magna Carta Holy Grail' album was ranked dead last.

Many saw the deal, which netted the rapper a cool $5 million, as a a money-making endeavor versus an artistic form of expression. The article details that consumers in the millennial age bracket choose to buy products from brands that are "honest" and have social goals that aren't determined by monetary income.

In other words, Jay Z isn't authentic based on this study. The Brooklyn MC scored 70 percent lower in the categories of trustworthiness and honesty than did celebrities like Morgan Freeman and Jennifer Lawrence.

According to the celebrity branding expert behind the study, Jeetendr Sehdev, he claims Hov fails to show his "true side" and his role in the artistic process is questionable. Sehdev even questions whether or not the hip-hop mogul writes his own songs.