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

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


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About the Book

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.

About the Author :
Steve Stoute, an Advertising Hall of Achievement inductee, is the founder and CEO of the leading brand-marketing firm Translation. Mim Eichler Rivas is a bestselling author/collaborator of more than thirty acclaimed books including Chris Gardner's Pursuit of Happyness and Antwone Fisher's Finding Fish. Mim, raised in Tennessee, now lives in California, and has worked professionally as an actress, spokesperson, and voiceover artist. Graydon Carter is the founder of Air Mail. Before this, he was a staff writer for both Time and Life. He cocreated Spy, edited the New York Observer, and for twenty-five years was the award-winning editor of Vanity Fair. He is also the Emmy and Peabody Award-winning producer of more than a dozen documentaries and one hit Broadway play. Kerry Washington is an Emmy-winning, SAG, and Golden Globe-nominated actor, director, and producer, as well as an activist and organizer. She has been honored as one of Time magazine's 2022 Women of the Year, in addition to appearing on the magazine's Most Influential People list in 2014. She also received the 2013 NAACP President's Award, the 2015 GLAAD Media Vanguard Award, and the 2016 ACLU Bill of Rights Award.

Review :
"[Stoute is] the conduit between corporate America and rap and the street, and the music industry generally...He speaks both languages." -- "Jay Z" "[Stoute's] the right guy for guiding brands in using the record industry to reach youth culture in a credible way." -- "Jimmy Iovine, CEO, Interscope Geffen Records" "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 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" "Steve Stoute is making hot sellers out of cold brands." -- "Bloomberg Businessweek " "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 online "


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Product Details
  • ISBN-13: 9781482997514
  • Publisher: Urban Audiobooks
  • Publisher Imprint: Urban Audiobooks
  • Edition: Unabridged edition
  • Language: English
  • Spine Width: 30 mm
  • Weight: 272 gr
  • ISBN-10: 1482997517
  • Publisher Date: 15 Apr 2014
  • Binding: CD-Audio
  • Height: 155 mm
  • Returnable: N
  • Sub Title: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy
  • Width: 170 mm


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