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The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy Hardcover – September 8, 2011


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Product Details

  • Hardcover: 320 pages
  • Publisher: Gotham (September 8, 2011)
  • Language: English
  • ISBN-10: 1592404812
  • ISBN-13: 978-1592404810
  • Product Dimensions: 1.1 x 6.2 x 9 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (40 customer reviews)
  • Amazon Best Sellers Rank: #420,527 in Books (See Top 100 in Books)

Editorial Reviews

Review

“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) --This text refers to an out of print or unavailable edition of this title.

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.
--This text refers to an out of print or unavailable edition of this title.

More About the Author

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Customer Reviews

We are Steve Stoute admirers!
L. Johnson
This book is a MUST read for all merchants and marketers who are striving to be authentic, relevant and valued in today's contemporary marketplace.
StaceyBoyd
I purchased this book as a gift for my daughter, who is a Business major in college.
trinkets

Most Helpful Customer Reviews

18 of 20 people found the following review helpful By Richard T Conley on October 28, 2011
Format: Kindle Edition Verified Purchase
I picked up this book because of a recommendation from my brother. I was pleasantly surprised by the depth at which hip-hop and urban sensibilities have shaped American and westernized culture as a whole. Steve Stoute brings a level of professionalism and authenticity, coincidentally two very important topics outlined in this book, to tales of the struggles of early hip-hop and the trials of its artists to be recognized as such. I recommend this book to anyone wanting to have a fresh, unbiased opinion on the history of marketing and culture as well as the effects of "tanning" on American and the world as a whole.
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7 of 8 people found the following review helpful By dubs on January 2, 2012
Format: Hardcover
This is extremely well written and you can tell Stoute is an intelligent and creative person. In depth discussions about pop culture and various marketing ventures that have affected culture over the last 20 or so years. Very informative, recommended to anyone with an interest in hip hop, pop culture or marketing.
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8 of 10 people found the following review helpful By Colleen on March 2, 2012
Format: Hardcover
I saw this book written up in Business Week, and was pretty excited to read it. However I thought it lacked focus - was it a history of hip hop? was it Steve's memoir? was it a guide to incorporate tanning into your business model? The book gets SO close to being each of these, but follows through on none. Dissapointing in that regard, but still full of interesting facts and antecdotes on our culture.

Also, Steve grossly overuses the adjective "unapologetic". This was very distracting to me.
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3 of 4 people found the following review helpful By Literary Marie on March 14, 2012
Format: Hardcover
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.

"Tanning of America" 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
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3 of 4 people found the following review helpful By StaceyBoyd on February 21, 2012
Format: Hardcover Verified Purchase
This book is a MUST read for all merchants and marketers who are striving to be authentic, relevant and valued in today's contemporary marketplace. Hip-Hop has indeed changed the color palette of our global cultural code from black, white, yellow, red and brown to - TAN. This historic transformation has definitely been a delight to watch happen over the years! Mr. Stoute has done a splendid job "translating" this experience for the reader.
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1 of 1 people found the following review helpful By Kofty on February 18, 2013
Format: Kindle Edition Verified Purchase
Fascinating story, from the first to the last page, especially when you've been involved in marketing (professionally) and hip-hop (as an avid listener) throughout the period Steve Stoute describes.
The book contains a fascinating mix of personal experience, case histories, musical references to actually prove that he title is correct - America has tanned.
Reading tip: listen to the songs he cites as you read along (I was happy to have most of them in my library).
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Format: Kindle Edition Verified Purchase
I didn't know what to expect out of this book, I bought it as a recommendation from VC Ben Horowitz of a16z.

This is by far the best book on marketing I've read yet. The importance of cultural influences and historical context intertwined with an authentic voice are the keys to Stoute's Midas touch and deep understanding in what makes things cool to the masses.

This is a book that mixes history, real life experiences and interesting case studies that can be applied to the marketing principles of any brand in any country around the world.

If you end up reading Tanning and get a lot out of it, another similar book I recommend that you may enjoy would be Marc Ecko's book Unlabeled. Both books followed a similar arc and a similar story in which they both observed and rode the wave of hip hop culture to the shores of power, money and success. @walkeen
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2 of 3 people found the following review helpful By Kyle Howard on September 14, 2013
Format: Paperback Verified Purchase
The book was very insightful on how hip hop brought together many cultures and revolutionized the way people do business, otherwise known as the "Tanning" effect. But I kinda wish he concluded this book better. I felt like he could of brought the topics home a tad bit better by leaving a window for the reader to participate in the "tanning" effect. None the less the book was great for chronicling the changes that the hip hop culture brung to America financially and entertainment wise.
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