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

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

by Steve Stoute


View All Available Formats & Editions
Choose Expedited Shipping at checkout for delivery by Tuesday, November 2


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” based on shared experiences and values, rather than the increasingly irrelevant 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.

Related collections and offers

Product Details

ISBN-13: 9781592407385
Publisher: Penguin Publishing Group
Publication date: 08/07/2012
Pages: 320
Sales rank: 137,671
Product dimensions: 5.30(w) x 7.90(h) x 0.70(d)
Age Range: 18 Years

About the Author

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.

Table of Contents

Introduction xi

Overture: Tanning in Trans-La-Tion xv

Part 1 How Tanning Happened

Chapter 1 Walk This Way 3

Chapter 2 Hard Knock Life 27

Chapter 3 For Us by Us 49

Chapter 4 All Business is Show Business 73

Part 2 The Power, Pitfalls, and Potential of Tanning

Chapter 5 Marketing CDS with Shoelaces 107

Chapter 6 Mirrors and the Velvet Rope 135

Chapter 7 Future Shock Remix 165

Chapter 8 Selling Mind-Sets, Not Products 197

Part 3 The Future of the Tan World

Chapter 9 1520 Sedgwick Avenue-1600 Pennsylvania Avenue 229

Chapter 10 Tan is the New Cool 251

Coda: Culture's Next In-Car-Na-Tion 271

Acknowledgments 285

What People are Saying About This


“He’s the conduit between corporate America and rap and the street, and the music industry generally,…he speaks both languages.”

Jimmy Iovine

“[He’s] the right guy for guiding brands in using the record industry to reach youth culture in a credible way.”

Dennis Baldwin

“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.”

Customer Reviews