Tanning of America
Steve Stoute

Book cover image

Narrated By: Kerry Washington

Duration: 11 hours and 59 minutes

What to expect

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.


Sales and marketing, Popular culture, Popular music

Listen to a sample

“[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.”