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

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The business marketing genius at the forefront of todays entertainment marketing revolution helps corporate America get hip to todays new consumerthe 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 complexionone 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 companys case studies, as well as from extensive interviews with leading figures in multiple fields, Stoute presents an insiders view of how the transcendent power of popular culture is helping reinvigorate and revitalize the American dream.

[Stoute is] the conduit between corporate America and rap and the street, and the music industry generallyHe speaks both languages.Jay Z

Contact: [email protected]

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