The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy

(Paperback)

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The business marketing genius at the forefront of today's entertainment marketing revolution helps corporate America get hip to today's new consumer-the tan generation.When Fortune 500 companies need to reenergize or reinvent a lagging brand, they call Steve Stoute. In addition to marrying cultural icons with blue-chip marketers, Stoute has helped identify and activate a new generation of consumers. He traces how the "tanning" phenomenonraised a generation of black, Hispanic, white, and Asian consumers who have the same "mentalcomplexion"based on shared experiencesand values,rather than the increasinglyirrelevant demographic boxes that have been used to a fault by corporate America. Stoute believes there is a language gap that must be bridged in order to engage the most powerful market force in the history of commerce. The Tanning of America provides that very translation guide. Drawing from his company's case studies, as well as from extensive interviews with leading figures in multiple fields, Stoute presents an insider's view of how the transcendent power of popular culture is helping reinvigorate and revitalize the American dream.

Reviews

Stoute advises a revolutionary concept for business leaders: Have a little fun along the way. Essence

This book is well worth the investment. Ebony

Thoughtful and relevant. It should be required reading for advertising executives, especially those who count themselves among the Baby Boomer generation. Forbes.com

Hes the conduit between corporate America and rap and the street, and the music industry generally,he speaks both languages. Jay-Z

Steve is credible in the music and entertainment worlds. Then he can switch gears, walk into the boardroom of a Fortune 500 company and speak his ideas in a way they can understand. Dennis Baldwin, Reeboks top marketer

[Hes] the right guy for guiding brands in using the record industry to reach youth culture in a credible way. Jimmy Iovine, CEO of Interscope Geffen Records

The man who converts urban entertainment into corporate dollars. Complex

In the loud, boastful world of urban culture, Steve Stoute has become a quiet but powerful force. And big corporations are betting he can deliver more bang for their bucks. Vibe

Steve Stoute is making hot sellers out of cold brands. Business Week

Stephen Stoute understands the value of the celebrity sell. Black Enterprise

Stoute has masterminded an impressive array of brand/artist hookups. Advertising Age

Author Bio

Advertising Hall of Achievement inductee Steve Stoute is the founder and CEO of the leading brand-marketing firm Translation. He is also the managing director and CEO of hair-and-body-care line Carol's Daughter, and has appeared in the critically acclaimed book and HBO series The Black List.