Steve Stoute’s “The Tanning of America” Explains Hip Hop’s Economic Dominance
by Karen
When it comes to Hip Hop, the genre of music which has all but left an indelible impact on American society, the question of how to keep it relevant and evolving is always a topic of demand. One of the minds who has been credited with always being on the cutting edge of things has been Steve Stoute. The music mogul has been around for years helping mold the careers of international superstars Mariah Carey, Jay-Z and Eminem while holding high ranking executive positions at Interscope and Sony.
That being said, all that knowledge and years of experience comes to a head with Stoute’s new book, The Tanning Of America: How Hip Hop Created A Culture That Rewrote The Rules Of The New Economy. A long title indeed, but the book centers around just that – how a genre of music that is always criticized for its negative effects help produce billions of dollars that was, and still is, being pumped into an economic system that can use all the help it can get at the current moment.
“It’s not necessarily the music, but it created a culture. The music was one thing, but what came with the music is the culture. These kids, who grew up on this culture, it changed the way they bought their products and how they saw the world. And that created this tan-mental complexion where they all saw thing through their shared values,” said Stoute during a radio interview with Roland Martin.
Tanning, which was released last week, can be found in bookstores nationwide, or purchased at Amazon.com by clicking here. Those interested in receiving a free copy of the book can do so by leaving a comment explaining why you believe Hip Hop has created such an important part in marketing in America.
Bonus: Check out Maurice Garland’s interview with Stoute where they discuss the book, his view on America’s obsession with skin tones and more.
Hip Hop determines whats cool or not in our society; so for example as soon as it was’nt cool to wear baggy jeans anymore Levi’s were all of sudden back in style.
I believe hip hop has played such an important role in marketing America because it is more than just music, it is a culture. Hip hop music lies in the center and branches out into so many things such as clothing, literature, websites, companies, labels and so much more. Hip hop sets trends, and America follows. Without hip hop, life would be boring as it brings life to not only the music community, but to the communities of America.
The same reason Hip-hop has become so popular is the
same reason why it is such a great tool for marketing. Behind the core message in the culture of Hip-hop is this attitude that it doesn’t matter where you come from or who you are but that if you believe in yourself and you hustle (work hard), their is nothing anyone can do to stop you from getting yours. This is the American story and it’s one that anyone who has faced any sort of struggle in life, no mattr the color of their skin, can relate to. When a consumer can see a product that has a shared value in its message, then he is more likely to feel a sense of pride in owning that product. That’s why Hip-hop is such a powerful marketing tool to th current youth culture because they share the same core beliefs and story.
I believe Hip hop has created an important part in marketing America, because of the worldliness, freedom, boldness and diversity Hip hop represents, which ultimately symbolized a core message and aspect of America. The music of Hip hop alone was enough bait to influence and gravitate the world. Birthed during the late 70’s in the South Bronx area of NYC, an area that was a melting pot of people, cultures and backgrounds, the elements embedded in the music ranged from South American, Caribbean and African influences. Also the universal stories of struggle and passion to overcome simply resonated with most of the world.
But more importantly, the need to believe and boldly live and act out shared values created the Hip Hop culture. It’s not much different when Patrick Henry bravely stated, “Give me liberty or give me death”. Hip hop was/is a culture birthed from suppression, much like the rest of the world, so Hip Hop embodies this shared message of audacity and liberty; whether its liberty of expression, interpretation, trend-setting or purchasing power. And similar to the concept of America, Hip Hop welcomes all races, backgrounds, creeds, subcultures, etc.
-Wes Vilain
A lot of Hip-Hop is created by people (artist) who come from nothing and it reflects in the music. This gives the average fan (consumer) the “end of the struggle” feeling. Big companies see the common trends and use hiphop as a mule to promote there products. For example Dr. Dre Beats, everyone owns a pair of headphones but the more expensive, nicer sounding headphones are the ones you want for Christmas and only if it has that Dre Beats stamp.
“marketing companies are hiring blacks,
fresh hip hop lingo for your campaign ads.”-NaS
This Nasir quote is holds for even some of the biggest brands in the entire world. For instance, the MAJORITY of McDonald’s commercials being shown today vivdly target African Americans or “the hip hop community” by having african american actors and hip hop beats.
“ba-ra-pa-ba-baaaa! I’m Lovin’ It”
The Tanning of America is a great snap shot at how a culture with humble beginnings has morphed into an influential force that has brought people together as a unifying force without borders.
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