The Tanning of America

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

By: Steve Stoute, Mim Eichler Rivas

Narrated by: Kerry Washington

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" phenomenon raised a generation of black, Hispanic, white, and Asian consumers who have the same "mental complexion" - one based on shared experiences and values rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. But there is a language gap that must be bridged to engage the most powerful market force in the history of commerce.

The Tanning of America provides the needed 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.

©2011 Steve Stoute (P)2014 Blackstone Publishing, and Urban Audiobooks

Great read!

If you love hip hop this is a great book for you. Stoute gives you an inside look at how hip hop has created and shift culture and continues to create culture that has blurred the lines for all. It’s SO hip hop!

Understanding Culture

Very well done book by a person who rewrote the rules of Marketing by understanding Culture. Shatters long held beliefs.

Phenomenal read

Not only is Hip-Hop Culture alive and well. It's everywhere influencing everything. This should be used when teaching Marketing.

Buy the paper book

I would recommend reading this book over the audio version. Kerry Washington’s reading of this is just brutal. Her robotic, monotone, delivery makes this a struggle to listen to.

hip hop

Loved it wonderful experience I'm from New York and the early years of hip hop as he explained it was on the money!! I learned so much from this and the documentary thank you