Steve Stoute Translates: “The Tanning of America”
(Reviewed by Tony Samuel)
In The Tanning of America: How Hip Hop Created a Culture That Rewrote the Rules of the New Economy, marketing maven Steve Stoute
takes us on a ride through Hip Hop history – showing the relation between Hip Hop culture and the mainstream. Stoute’s book explains that due to the influence of Hip Hop music on a global level – we are able to see the tanning of not only America, but tanning on a global scale.
In his book, Stoute gives us a front seat view of how Hip Hop started and how it grew from a few kids spinning records and rapping into a true art form with global appeal and influence. Stoute gives us first person accounts of memorable moments, where Hip Hop intersected with premier and visionary corporate brands – resulting in a multiplicity of benefits for both Hip Hop artists and mainstream products and corporations.
Stoute is the man who connected the dots and brought Jay Z together with Reebok – resulting in the fastest selling sneaker in history. A branding guru and visionary, Stoute connected Mary J. Blige with Carol’s Daughter and HSN, Justin Timberlake with McDonalds for the “I’m Lovin’ it” campaign, Beyonce with Samsung and Lady Gaga with MAC cosmetics.
Stoute was there when RUN DMC and Adidas first made the connection in Madison Square Garden. He saw firsthand the power of tanning and some would say he is the Tanner In Chief (TIC) based on his unique ability to reinvigorate brands and to help corporate America ride on the coattails of Hip Hop music all the way to the bank. Venerable brands like McDonald’s, Hewlett Packard, Verizon and Samsung all have benefited from their association with Hip Hop- thanks to the marketing guru known as Steve Stoute.
Who would have thought a non-athlete could sell sneakers? Who had the vision to make the shoes of a music celebrity the hottest selling shoes on the planet? Steve Stoute made it happen. Again and again, he used the power of Hip Hop to forge innovative relationships with conservative companies.
For the uninitiated, Stoute has an impressive legacy as a music mogul, manager and industry veteran. He has been instrumental in the success of some of the biggest Hip Hop artists, from Nas to Jay Z to Eminem, just to name a few. Stoute left the music business behind to reinvent himself as a branding expert – the secret force and sculptor of mega deals between Hip Hop greats and corporate America.
Steve Stoute is a true entrepreneur and marketing maven. He is an inspiration and frankly, I am proud of his success. The Tanning of America: How Hip Hop Created a Culture That Rewrote the Rules of the New Economy is a marketing template, an inspirational story and Hip Hop history lesson for all. If “tan is the new cool”…then Steve Stoute is indeed Mr. Cool. Go get a copy of his book immediately and learn how tanning has translated into big bucks.
-Tony Samuel
