• The Tanning of America

  • How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy
  • By: Steve Stoute, Mim Eichler Rivas
  • Narrated by: Kerry Washington
  • Length: 11 hrs and 59 mins
  • 4.7 out of 5 stars (235 ratings)

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The Tanning of America

By: Steve Stoute, Mim Eichler Rivas
Narrated by: Kerry Washington
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Publisher's 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.

©2011 Steve Stoute (P)2014 Blackstone Publishing, and Urban Audiobooks

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  • 08-10-19

Buy the paper book

I would recommend reading this book over the audio version. Kerry Washington’s reading of this is just brutal. Her robotic, monotone, delivery makes this a struggle to listen to.

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Steve Stoute

This is a thinking mans guide to Marketing and advertising in America. I picked it up because a lot of other business books didnt relate to my situation. Steve Stoute LIVED the American dream.

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Marketers Must Read!

One of the best books on marketing and the examination of how celebrity pushes forward culture that I have every ready.

Steve Stoute is truly a brilliant marketing mind, one of kind in a generation, responsible for some of the most notable culture shifting marketing strategies - resulting in the broad adoption of a hip hop culture - that we've ever seen in the modern era of Millennial cool.

This book provides a detailed and storied window into how he and other major marketing luminaries - from executives to pop culture icons - were able to push forward the culture of America until it is what we know of it today.

There's a plethora of great unconventional wisdom and practical advice for brand managers and marketing executives who are paying attention, that's for sure.

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Love the MANY trips down memory lane!

LOVED hearing K. Washington!
Book took a bit to complete after a few passes.

Though the history was fascinating and well researched, was looking for more personal centering by and of the author to assist with diminishing the out sider reporting feel.

Very well written!

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Well written exploration of culture

I loved the way that Steve documented the cultural transformation of America through the lens of Hip Hop.

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Entertaining and educational

I love Kerry Washington's voice but would have preferred to hear Stoute himself. if you are interested in marketing this is a good read


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Highly recommend for any Hip Hop head

Jaw dropping stories, eye opening concepts, hidden hip hop history. Complete nostalgia and mind blowing. 🔥🔥🔥

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A must read!

Any business people involved in urban culture should definitely listen to The Tanning of America. Anyone involved in or interested in marketing & advertising in general should listen to this. The stories and perspective highlight how much of a guru Steve Stoute is.

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good book

there's of interesting points made here pretty good firesoyr I would def recommend checking out

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Awesome

Loved it and to sum up the narration in two words nailed it KW Thanks✌️💌

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