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

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 – by learning from hip-hop and youth culture.

“He is the conduit between corporate America and rap and the streets-he speaks both languages.” -Jay-Z

“It’s amazing to see the direct impact that black music, videos and the internet have had on culture. I’ve seen so many people race to the top of pop stardom using the everyday mannerisms of the hood in a pop setting. It’s time to embrace this phenomenon because it ain’t going nowhere!” -Kanye West

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 (BeyoncĂ© for Tommy Hilfiger’s True Star fragrance, and Justin Timberlake for “lovin’ it” at McDonald’s), 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. This consumer is a mindset-not a race or age-that responds to shared values and experiences, rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. And 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 of multiple fields, Stoute presents an insider’s view of how the transcendent power of popular culture is helping reinvigorate and revitalize the American dream. He shows how he bridges the worlds of pop culture, brand consulting, and marketing in his turnkey campaigns offers keen insight into other successful campaigns-including the election of Barack Obama-to illustrate the power of the tan generation, and how to connect with it while staying true to your core brand.

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That’s Rocawear: 99′-11′

How does cultural perception affect which fashion labels people wear and which ones they abandon? We sat down with entrepreneur and record exec, Steve Stoute…

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A Conversation on Culture with Ben Horowitz and Steve Stoute

Ben Horowitz, Co-Founder and Partner at Andreessen Horowitz and Steve Stoute, CEO and Founder of brand management firm Translation discuss culture. The full,…

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Aspirations of Greatness

for Solo Piano This piece is based on the idea that true greatness is always just out of reach. The main theme distorts its self during the transformation in…

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Steve Stoute On Mary J. Blige, Popchips and Advertising Stereotypes – Media Beat (Part 2 of 3)

“Translation founder/CEO Steve Stoute talks about the perennial racial divide in the advertising agency world while touching on recent controversial spots st…

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MLB New York Yankees Inner Tube

A hot item that is sure to keep you cool. Made of tough .25mm polyvinyl, our 36″ swim ring is sure to last. The ring features the uniform stripe and teh official team logo that is silk screened on both sides. These items are great for rest or play. What better way to hang out by the pool and show your team spirit!?

Product Features

  • This licensed team logo swim ring is a hot, new item that is sure to keep you cool in the pool, lake, or at the beach
  • The swim ring features the uniform stripe and official team logo that is silk screened on both sides
  • Made of 100% polyvinyl
  • What better way to hang out by the pool, in the lake, or at the beach while showing your team spirit
  • Silk screened uniform stripe and team logo on both sides

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LIVE From The Fortune List It’s Steve Stoute!

Check out part one of Javid’s highly anticipated interview with entertainment/advertising mogul Steve Stoute from the roof deck of his New York City office. …

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The premier of Limpopo Cassel Mathale UNCUT ANC

The premier of Limpopo Cassel Mathale UNCUT Moses Mphahlele. 1895-1957.ANC : Limpopo Cassel Mathale.

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Pale to Perfect Tanning Lotion

Information about Extreme Tan and Smoothies “Pale to Perfect” indoor tanning lotion. Available in-store and online at extremetanandsmoothies.com.

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Designer Skin JUST SAY YES Sunless Self Tanning Lotion 4.5 oz.

Delivers the deepest, darkest bronze achievable in a sunless tanner.
Provides even color distribution with paraben-free, satin formula.
Vitamin E and chamomile protect skin and help reduce signs of aging.
Fresh Intent Technology provides an odorless tanning experience.

Product Features

  • Vitamin E

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