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

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Steve Stoute Mim Eichler Rivas

The Tanning of America

How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy

Steve Stoute, Mim Eichler Rivas

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English

Gotham Books
07 August 2012

Popular culture; Business & management

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.

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.

By: Steve Stoute
With: Mim Eichler Rivas
Imprint: Gotham Books
Country of Publication: United States
Dimensions: Height: 202mm, Width: 132mm, Spine: 18mm
Weight: 261g
ISBN: 9781592407385
ISBN 10: 1592407382
Pages: 320
Publication Date: 07 August 2012
Audience: General/trade , ELT Advanced
Format: Paperback
Publisher's Status: Active

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.

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

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 He s 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, Reebok s top marketer [He s] 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