The Tanning of America by Steve Stoute audiobook

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

By Steve Stoute , with Mim Eichler Rivas
Introduction by Graydon Carter
Produced by  Buck 50 Productions
Read by Kerry Washington

Urban Audiobooks 9781592404810
11.98 Hours Unabridged
Format: Digital Download (In Stock)
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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.

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Summary

Summary

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.

Editorial Reviews

Editorial Reviews

“[Stoute is] the conduit between corporate America and rap and the street, and the music industry generally…He speaks both languages.” Jay Z
“This book is well worth the investment.” Ebony
“Stoute advises a revolutionary concept for business leaders: Have a little fun along the way.” Essence
“Steve Stoute is making hot sellers out of cold brands.” Bloomberg Businessweek
“Thoughtful and relevant. It should be required reading for advertising executives, especially those who count themselves among the Baby Boomer generation.” Forbes online
“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
“[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

Reviews

Reviews

by Rogue Writer 9/13/2017
Overall Performance
Narration
Story

Cultural Cues Ripe for the Picking

Steve Stoute, marketer and founder of the marketing firm Translation, specializes in looking to cultural cues to help companies look authentically cool to Millennials and “urban” consumers. In this book, he provides a new paradigm for marketing that was developed in tandem with the rise of Hip-Hop\Urban culture. Although I agree with many of his points and observations, I disagree with the direction he takes his logic. I also take issue with how he “unapologetically” promotes and celebrates the rampant and rabid consumerism that Hip-Hop culture has helped further in our culture. Overall, I think Stoute is a little too pie-in-the-sky enthusiastic about Hip-Hop, especially at a time when Hipster and 80’s-nostalgic music tends to be supplanting Hip-Hop in the general marketplace. The best part of this book is learning the history of Hip-Hop, how it came to be the power de force it is today.

Stoute believes that Hip-Hop is a positive culture that is making the world a better place, and to an extent, I agree. It has helped to break down racial attitudes as reflected by the many people of European heritage who revere the likes of Kanye West, Jay-Z, and Beyonce. However, the lyrics of most mainstream Hip-Hop artist convey a different sentimentality, one that is loaded with detrimental materialism and gender role stereotypes.

It is the subgenre of Hip-Hop labeled as “socially conscious” Hip-Hop that will help change the world. The exemplar of this is Michael Franti and Spearhead, who has long led the move to make Hip-Hop more socially relevant and an instrument of positive change. Franti’s music was created in response to the negativity so pronounced in the lyrics of rap and early Hip-Hop music in the early Nineties. Stoute doesn’t mention them. Beyonce and Jay-Z, in contrast, focus on the superficial and get a lot of attention in this book.

The best example of a mainstream Hip-Hop band that could be called socially conscious is The Black Eyed Peas. Of course, Stoute’s most prominent example from them is Fergie singing about her lovely lady lumps as a way to illustrate how Hip-Hop music has changed public tastes in the female form to appreciate the big booty that had previously been derided as desirable only within the culture of those of African descent. This was one of those points where Stoute lost me, as anyone who’s seen Fergie’s body type can testify; She’s rail thin, the exact WASPish body type that Stoute said has been usurped by Hip-Hop culture to the proliferation of preference for women with thicker backsides.

Also, it is apparent from what he provides as examples that those immersed and most easily influenced by Hip-Hop artists are essentially sheep. They just follow what their favorite artists are doing. The book starts with just such an example, recalling how when Run-D.M.C. performed their hit “My Adidas,” most of the audience joined them in removing and raising their Adidas in the air. The result was obvious, in that sales of Adidas shoes skyrocketed. But perhaps the most striking example of the blind following of Hip-Hop fans is how so many people wore sports jerseys like Jay-Z and others. Then Jay-Z writes a song and shoots a video of him saying ditch the jerseys and dress up, and so that’s what people start to do.

Steve Stoute’s assertion that Hip-Hop music provides undeniably influential culture cues that marketers can use to market products is dead-on correct. But does it make it right? As seen through the lens of marketing, he’s a prophet. He speaks applicable truths. In terms of the social costs, though…? But that’s marketing for you. It’s about selling product. Not often does marketing focus on what they can do with their power of influence to shape a better world. Overall, marketers today would be foolish to pass up this book. The techniques for recognizing cultural cues can be applied to any culture, not just Hip-Hop.

Details

Details

Available Formats : Digital Download, Digital Rental, CD, MP3 CD
Category: Nonfiction/Business & Economics
Runtime: 11.98
Audience: Adult
Language: English