The tanning of America: how hip-hop created a culture that rewrote the rules of the new economy

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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.

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ISBN:
9781592404810
9781101529119
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Grouped Work ID 7ae10d96-92b2-edae-2e6d-babce431d85d
Grouping Title tanning of america how hip hop created a culture that rewrote the rules of the new economy
Grouping Author stoute steve
Grouping Category book
Last Grouping Update 2018-12-09 23:00:24PM
Last Indexed 2018-12-09 23:49:58PM

Solr Details

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auth_author2 Rivas, Mim Eichler.
author Stoute, Steve, 1970-
author2-role Rivas, Mim Eichler.
author_display Stoute, Steve
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collection_catalog Non-Fiction
detailed_location_catalog Southeast - Adult Non-Fiction
display_description 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," 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 used by corporate America. Stoute believes there is a language gap that must be bridged in order to engage this market force, and this book provides that 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 power of popular culture is helping reinvigorate the American dream.--From publisher description.
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literary_form_full Non Fiction
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owning_library_catalog Nashville Public Library
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primary_isbn 9781592404810
publishDate 2011
record_details ils:CARL0000379670|Book|Books||English|Gotham Books,|c2011.|xxx, 290 p. ; 24 cm., overdrive:3b02143b-0ad2-4afc-af4d-9f5d40112dfb|eBook|eBook||English|Penguin Publishing Group|2011|
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subject_facet Consumers -- United States, Hip-hop -- Economic aspects, Hip-hop -- Social aspects, Hip-hop -- United States, Marketing -- United States, Rap (Music)
title_display The tanning of America : how hip-hop created a culture that rewrote the rules of the new economy
title_full The Tanning of America How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy, The tanning of America : how hip-hop created a culture that rewrote the rules of the new economy / Steve Stoute with Mim Eichler Rivas
title_short The tanning of America :
title_sub how hip-hop created a culture that rewrote the rules of the new economy
topic_facet Business, Consumers, Economic aspects, Hip-hop, Marketing, Nonfiction, Rap (Music), Social aspects