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

Extended Audio Sample The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy Audiobook, by Steve Stoute Click for printable size audiobook cover
0 out of 50 out of 50 out of 50 out of 50 out of 5 0.00 (0 ratings) (rate this audio book) Author: Steve Stoute Narrator: Kerry Washington Publisher: Buck 50 Productions Format: Unabridged Audiobook Delivery: Instant Download Audio Length: Release Date: April 2014 ISBN: 9781482997507
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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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Quotes & Awards

  • “[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.”


  • “Stoute advises a revolutionary concept for business leaders: Have a little fun along the way.”


  • “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.”


  • “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

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About the Author

Steve Stoute is founder and CEO of the industry-leading marketing firm Translation. In 2014 Stoute was recognized as one of Fast Company’s Most Creative People in Business, and in 2013 Advertising Age named him Executive of the Year.

About the Narrator

Kerry Washington is a versatile, fearless, Emmy-nominated actress who continues to shine on both the big screen and small. A native of the Bronx, she has received high acclaim for her work on stage, on television, and on film. She currently stars in the hit ABC drama Scandal, a role for which she broke barriers by becoming the first African American woman to headline a network TV show since 1974. An activist as well as an actress, Washington was appointed by President Barack Obama to the President’s Committee of the Arts and Humanities in 2009, and the NAACP recently honored her with the President’s Award, which recognizes special achievement in furthering the cause of civil rights and public service.