The Tanning of America

The Tanning of America

How Hip-hop Created A Culture That Rewrote the Rules of the New Economy

Book - 2011
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TANNING IS THE CATALYTIC FORCE MAJEURE THAT WENT BEYOND MUSICAL BOUNDARIES AND INTO THE PSYCHE OF YOUNG AMERICA-BLURRUNG CULTURAL AND DEMOGRAPHIC LINES SO PERMANENTLY THAT IT LAID THE FOUNDATION FOR A TRANSFORMATION.

Today's consumer is a mind-set, not a race-and when businesses get it right and have a proper understanding of tanning, success is imminent. The 'tanning' phenomenon raised the first generation of consumers who have the same 'mental complexion' based on shared experiences and values. In the Tanning of America , brand marketing expert Steve Stoute shows how a company can connect with this growing market that is influencing consumer taste across the entire socioeconomic spectrum.

Stoute draws from his diverse background in the music industry and in brand marketing to chronicle the rise of this market and deconstruct how an upstart art form-street poetry set to beats-came to define urban culture as the embodiment of cool. Tracing the story of hip-hop from its roots, The Tanning of America beautifully captures the spirit of every musical and cultural breakthrough over the past thirty years and details the direct link between the birth of hip-hop in the Bronx to President Barack Obama's campaign and election. He also interviews Eminem about the evolution of tanning. It's rich history of the hip-hop movement and its subsequent influence on the world as we know it.

Stoute has made a career out of identifying with and activating this new generation of consumers to create extremely successful marketing campaigns. Recalling lessons learned in the field, whether working on McDonald's 'I'm lovin' it' campaign or with Jay-Z to make the fastest selling sneaker in Reebok's history, his impact on how companies communicate with this market sector is legendary. In order to end up on the right side of 'cool,' its important to understand the cultural forces at work, the mind-set of the millennial consumer, and their code. Stoute's knowledge and observations will allow readers to find success in a new generation's bold reinterpretation of the American Dream.

Publisher: New York : Gotham, c2011.
ISBN: 9781592404810
1592404812
Branch Call Number: 306.1/STOUTE
Characteristics: 290 p. ; 24 cm.
Additional Contributors: Rivas, Mim Eichler

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Dr_Taco Oct 26, 2012

an okay read.

BPLNextBestAdults Oct 16, 2012

Stoute draws from his wide background in the music industry and brand marketing to bring us his thesis that hip-hop music is the major change agent in American society today.

Stoute chronicles how an upstart art form – street poetry set to a beat – came to define urban culture as the embodiment of cool. His vision of hip-hop’s morphing into mainstream culture allows him to relate to a new generation of thinking. He illustrates his theory through conversations with and reflections on many well known names in this music genre who are driving the change.

To his mind, the term ‘tanning’ reflects the mingling of racial characteristics to create an homogeneous economic and societal culture. He sees the streets of large urban centers on both coasts as the melting pot for modern American youth; and he sees this new society spreading across the country.

The Tanning of America is one insider’s close look at the changing mores of 21st century American society and how a new generation interprets their American dream.

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