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The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy
by
Steve Stoute
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 music,...more
"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,...more
Hardcover, 320 pages
Published
September 8th 2011
by Gotham
(first published June 9th 2011)
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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...more
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...more
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 n...more
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...more
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, wher...more
2 likes · like · see review
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.
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 havin...more
1 like · like · see review
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
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.
Nov 01, 2011
Cheryl
is currently reading it
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 .
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 .
Powerful. Engaging. Loved it. I would love to read whatever book Steve Stoute writes next.
Mandatory reading for all hustlers of culture.
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.
I needed an update on how marketing works in current times. Refreshing...
Seems to be written by someone who was actually detached from the culture.
May 17, 2013
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Nov 15, 2011 09:09pm