Read The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy by Steve Stoute Online


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 - by learning from hip-hop and youth culture. "He is the conduit between corporate America and rap and the streets-he speaks both languages." -Jay-Z "It's amazing to see the direct impact that black musicThe 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 - by learning from hip-hop and youth culture. "He is the conduit between corporate America and rap and the streets-he speaks both languages." -Jay-Z "It's amazing to see the direct impact that black music, videos and the internet have had on culture. I've seen so many people race to the top of pop stardom using the everyday mannerisms of the hood in a pop setting. It's time to embrace this phenomenon because it ain't going nowhere!" -Kanye West 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 (Beyoncé for Tommy Hilfiger's True Star fragrance, and Justin Timberlake for "lovin' it" at McDonald's), Stoute has helped identify and activate a new generation of consumers. He traces how the "tanning" phenomenon raised a generation of black, Hispanic, white, and Asian consumers who have the same "mental complexion" based on shared experiences and values. This consumer is a mindset-not a race or age-that responds to shared values and experiences, rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. And 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 of multiple fields, Stoute presents an insider's view of how the transcendent power of popular culture is helping reinvigorate and revitalize the American dream. He shows how he bridges the worlds of pop culture, brand consulting, and marketing in his turnkey campaigns offers keen insight into other successful campaigns-including the election of Barack Obama-to illustrate the power of the tan generation, and how to connect with it while staying true to your core brand....

Title : The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy
Author :
Rating :
ISBN : 9781592404810
Format Type : Hardcover
Number of Pages : 320 Pages
Status : Available For Download
Last checked : 21 Minutes ago!

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

  • Melissa Phung
    2019-03-22 00:04

    After Pharrell recommended The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy on Twitter, I instantly knew that this book would be would be authentic, professional, and fascinating. Steve Stoute, the founder of Translation Consultation and Brand Imaging, specializes in connecting corporate brands with the community of hip-hop, which is refers to as “urban.” However, he advocates about how it is more than using the popularity of different artists, where he introduces “tanning.” It is “the catalytic force majeure that went beyond musical boundaries and into the psyche of young America – blurring cultural and demographic lines so permanently that it laid the foundation for a transformation.”Throughout the novel, Stoute connects the growing success of hip-hop to commercialization. He wrote about one of Sugar Hill’s first and main successes, the record “Rappers Delight,” along with the famous 1986 concert in Madison Square Garden, which Run-DMC’s “My Adidas,” went viral; it was the first time Adidas’ German executives heard their song, and signed a contract with them. By the early 1990s, advertisers and large companies saw the effect of hip-hop; it was credible and marketable. However, they needed translators, those who could expose what would be “in” and could potentially sell. Stoute went from working in the music industry to advertisement; he realized that the “tanning” effect was affecting every part of the consumer culture. I definitely enjoyed this book and would recommend it to anyone curious about urban and youth marketing. However, I felt some elements of the book were lengthy; I’m not surprised because I am just a 16-year-old student, whose not quite sure what she wants to do in life. At times, I felt like I was being educated in some college-type course about business, but Stoute incorporated a lot of his personal experiences, along with many hip-hop facts throughout history.This book was very informative; as an artist, it has affected my mind on marketing and entrepreneurship. It was also inspiring; Stoute was not afraid of stating that he did not complete college during the beginning of the novel. An automatic assumption or judgment would be negative, but Stoute used his street-knowledge to build his own career. He, not only affected the music industry, but also predisposed the advertising field, which allowed him to create his own agency. He popularized hip-hop even more and proved that it is more than just a music genre; it’s “tanning.” The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy was an unbelievable and engaging back-story; it is by far one of the greatest novels for hip-hop literature.

  • bfred
    2019-03-09 07:10

    I have a lot of respect for the Commissioner, but this is one of the most poorly written non-fiction books I have ever read. Coming from someone who supposedly witnessed so much of hip-hop's evolution first hand, it's frustrating to hear how canned and generic his retelling of history is. From a marketing perspective, he brings up some broad ideas but never effectively illustrates them with examples. In the end, he comes off as a self-aggrandizing simpleton who has stumbled into success by having good relationships with famous people. I'm sure this is not actually true, but his complete failure to take his points beyond basic "we are the world" sentimentality makes it difficult to say for sure that there is any deeper understanding happening in his mind. Part hip-hop history, part memoir, part marketing manual, part cultural analysis, "The Tanning of America" fails to deliver on any of these counts.

  • Nathan
    2019-03-08 23:58

    About 75 pages into this book I realized that I had been expecting something much different than what I was actually getting from Stoute. I had very high hopes for this book and was hoping for more reflection upon hip-hop's relationship with our culture rather than simply what it has caused us to buy. After reworking my expectations for the book I was able to take it for what it was and found it to be a pleasant and interesting read. My main issues with the book were that it sometimes seemed like all I was getting was Stoute's resume and felt that much of the book had been written to be used as his portfolio of work. A lot of this book's main points didn't seem all that earth shattering. I think much of what Stoute said could be summarized by saying that people buy into trends celebrities portray as cool (not surprising). Personally I think that because hip-hop is such an appealing genre and there are and have been artists making really good music, it was just a matter of time before people accepted what they are wearing or the lifestyle they are portraying as normal. Another thing that did bother me throughout the book was the term "tanning". I'm not entirely sure why the term bothered me, but coming from such a savvy ad man I was surprised that the main catch phrase of the book didn't fit for me. I'm not entirely sure why, but it might just be as simple as being a white guy who when thinking about tanning thinks first about its prerequisite of a sunburn and the ever looming follow up, skin cancer! All that being said this book was interesting enough. It did make me thankful to live in a time that "tanning" has become possible and people of all backgrounds can enjoy great music from supremely cool artists (even if they are secretly always trying to sell me something).

  • Ian
    2019-03-14 03:10

    Wasn't sure at first but music & marketing expert, Steve Stoute's book on the lessons corporate and even political America can learn from the US evolution to a more 'poly-ethnic' cultural society is well worth your time. Stoute's background in hip-hop lends real credibility when he outlines how that music and it's surrounding culture has been instrumental in that evolution, a process he calls 'tanning.' Even more impressive is Stoute's grasp of marketing and advertising thinking, especially for someone coming from a music industry background. It's little wonder he has worked with so many blue chip, top-tier brands advising on their urban and youth marketing strategies. Early parts of the book dragged and felt overly-long and some bits could have been edited a little better, but by mid-way, he was connecting the dots and drawing together how the themes & ideas he'd laid out fit into his vision of how brands should be preparing for these changes. I might have liked this a little better if he'd gone into more depth with some of the case studies of campaigns and projects he'd worked on, but the book isn't really that kind of book. On the other hand, if you're looking for a primer on youth marketing that understands the modern realities of this new America, I'm not sure you could do much better than this book right now.

  • Kitty
    2019-02-19 05:52

    I'd like to thank Steve Stoute for writing what has been plain to me for so long. Hip hop has altered the mental landscape of this country, and everywhere else in the world that has been touched by it. More importantly, the way African Americans (specifically speaking about those of us descendants of African slaves in the USA) have influenced our country, by just being ourselves. No one wants to be us, but everyone wants to be like us. Every art form we've created has been absorbed into mass culture with minimal credit given to the creators. Thank you for giving credit, where credit is due.

  • Izzie Driftwood
    2019-03-21 02:46

    Definitely a business book at times, the author does a great job integrating history & personal experiences to show what he calls "tanning" (roughly the breakdown of race as a qualifier, replaced by culture). An interesting read, it puts a lot into perspective & provides a guideline for ad execs & marketers going after the millenials (like myself) who grew up with hip hop in the air and less awareness of race as a defining boundary marker.

  • Sergio
    2019-03-22 01:58

    It's rare, I write a review for a book even rarer I put a complete co-sign on something. This book was a pleasure to read Start to Finish. Highly recommend it.

  • Souris
    2019-02-24 02:01

    Mandatory reading for all hustlers of culture.

  • Chris
    2019-02-23 05:50

    Interesting and well written.

  • Clark Lanier
    2019-03-15 04:50

    The book drags on a little but really good read for people with an interest in business (specifically marketing) and also an interest in hip hop

  • LiteraryMarie
    2019-02-24 03:57

    Steve Stoute, founder and CEO Translation Consulting & Brand Imaging, is one of the most credible sources to discuss tanning. He has a diverse background in the music industry, successful at brand marketing, and is in tune to the new generation of consumers. Steve Stoute was also inducted into the Advertising Hall of Achievement. His clients include McDonald's, State Farm, Target, Jay-Z and Reebok, Lady Gaga and MAC Cosmetics. He is also the managing director and CEO of popular hair and body care line Carol's Daughter. Enough receipts? Yes.TOA is an informative must-read for entrepreneurs, businessmen and women, and established companies who want to understand how to appeal to today's consumers. It's also an interesting read for hip-hop lovers and marketing gurus. I learned a lot of tips that will help improve my own brand, as well as enjoy an interview with Eminem, stories of Jay-Z and Run D.M.C., and the history of hip-hop. This book is a cost-effective lesson! Visit for more info.Literary Marie of Precision Reviews

  • Feiz Najmi
    2019-03-06 03:45

    A provoking and insightful look into hip hop culture, it's growth throughout the world and especially it's impact on the way business is conducted. As an old school hip hoppa I feel a sense of pride that despite the many setbacks hip hop has delivered on it's promise-a universal culture. And the author shows this through many examples how it's mantra of stay true to yourself has helped grow and shape many iconic brands and finally how it delivered a Black President. He highlights that America being built by hip hop is multi ethnic despite its urban, African American roots and through Dr King's dream may finally come into crystallisation. Well written with many examples across a variety of industries Stoute has delivered a thought provoking book. Depsite the release of a documentary based on "Tanning..." I highly recommend you read the book as well to get the full picture.

  • Chris
    2019-03-11 05:53

    Give him 2 thumbs up. Quite informative, expressed numerous examples on the effect of connecting relative businesses for the benefit of the investors and the public. Hip-Hop influenced. Took what he learned, be it street-knowledge, the music industry (dj, management, production) and put it to use in building a career for himself, reaching new heights in the advertising field, in which he started up his own agency. Through networking and continued drive for learning, Stoute's business endeavors not only earned millions but established a reminder that authenticity is what big businesses need not to stray away from and definitely let it be known that hip-hip is a source worth working with. Surprised interview with Eminem was crafty, gave more of an insider's approach on the "tanning of America" and in hip-hop.

  • Briana Ford
    2019-03-15 06:51

    I was excited about this book because of some of the rave reviews. It was good, but I think the expectations were set a little high. It started out strong, of course beginning with the history of hip hop. Then somewhere along the way, things got a bit repetitive. There were many good examples and case studies presented, including names you know and maybe some you don't. I enjoyed the narration by Kerry Washington, and I wish I would've counted the number of times Steve wrote "aspiration" or "aspirational". It was an interesting read for sure, and made me think about the ways hip hop influenced consumerism.

  • Kenda
    2019-03-04 07:12

    Everything about this book was golden. I loved getting a true insiders look into the way Hip Hop has changed America and the world. I am casually interested in the marketing aspect of it. I really loved the "1520 Sedgwick to 1600 Pennsylvania Avenue" chapter. It is my favorite chapter. I love the way Stoute writes this story. It doesn't feel like a history book but it is. It is a historical accurate depiction of how the world ins no longer a black and white place. Great read for any fan of Hip Hop, marketing, history and brands.

  • Alejandro
    2019-03-13 08:00

    A unique approach to the formation of cultural beliefs of Millenials and beyond. Being no fan of hip-hop myself, I found this book revealing because it doesn't focus on what separates hip-hop from other forms of music, but on its elements that are relevant across all ethnicities and social classes, mainly aspiration.The book also features insightful thoughts and stories from industry leaders in music and marketing. Anyone who's interested in culture and marketing and the interaction between them would enjoy the premise of this book.

  • Kirsten
    2019-02-25 06:09

    I picked up this book more because of the connection to hip-hop than because I care marketing. Hip-hop was all over and so was marketing. I enjoyed his writing style and the interludes he threw out there. I learned an awful lot about how executives are viewing the general public - or at least, how they should be. Those with marketing background or even an appreciation for hip-hop/popular culture would certainly enjoy this book.

  • Kojo Baffoe
    2019-03-07 01:02

    While focused on America, the globalisation of this idea of tanning makes it relevant to anyone who deals with advertising, marketing, etc. by being extremely conscious about our evolution, Stoute forces you to take a step back and truly look at your space honestly. It reinforced my own thinking while also opening me to perspectives that I hadn't seen or struggled to articulate. I would love to share it with the many marketers and brands I interact with.

  • Sebri
    2019-02-27 07:02

    The content of the book was mostly interesting. Some parts annoying as they came of like "i invented the internet." However the story telling of the deals that he researched, was told about, or was part of are GREAT. I do feel like style-wise that this read like a really good first draft of a book. He should have had better editors so that it read a little more smoothly.

  • Rushay Booysen
    2019-03-21 01:57

    Very informative book written by former hip hop exec Steve Stoute.The books focus was mainly on marketing but proofed very informative in showing us the path that hip hop has taken and how it influenced purchasing.I can still recall when hip hop was limited to a few ears and how people asked me what "crap" im listening to,guess what the whole world is absorbed in it someway or the other

  • Sonia
    2019-03-19 01:47

    Very great marketing book, its tell a lot about how companies got the way how they are today. People should read the background on products before they buy them, especially blacks because that's who marketing people target just like they said in the book cause they know we will buy anything and will not save a dime and have nothing to our name in the end. Sad

  • Cheryl
    2019-02-19 03:54

    I was so excited about Stoute and this book, I pre-ordered it.Sat down the day it came out and started reading.Now, it sits there taunting me, waiting for me to carve Reading Time out of my day. Unfortunately, there was no audiobook available. So consumption will be s l o w .

  • SeanW
    2019-03-17 04:00

    Not what I expected.. As a fan of Steve Stoute I've watched most of his interviews online and respected his perspective on things but this book seem very "general" to me. Maybe it's me, read it and tell me what you think.

  • Tim O'Hearn
    2019-03-09 03:44

    Countless paragraphs are punctuated with Stoute's attempts to convince you of the prevalence of "Tanning". The anecdotes throughout the book are invaluable, and the writing style isn't bad, though it strikes me as self-serving.

  • King
    2019-02-22 02:03

    It was ok.

  • Natrina Lawson
    2019-02-25 01:10

    Everything you ever wanted to know about the connection and intersectionality between, retail music, race and hip hop culture.

  • Andrea Ward
    2019-03-06 00:42

    I'm always intrigued about new businesses & marketing strategies. This book outlined how the hip-hop culture changed the way marketing is done. An interesting read for me!

  • John Schumacher
    2019-03-13 06:59

    I wanted to like this book. I enjoy everything about the premise. I just couldn't get into it. The name-dropping throughout the book was distracting, and the actual stories were very shallow.

  • Yasheve
    2019-03-21 02:53

    Seems to be written by someone who was actually detached from the culture.