New Book: Hip-Hop Changed Corporate America

The Root Recommends: The Tanning of America, a highly anticipated book that connects the dots between hip-hop and the corporate world.


Record executive and entrepreneur-author Steve Stoute's latest book, The Tanning of America, highlights the indelible mark that hip-hop has left on the evolving worlds of marketing and economics in today's corporate world. As today's youth embrace a multicultural and diverse America, the business world is following suit, helping to define new consumer generations that transcend racial borders. The shared experiences of youths create a camaraderie around hip-hop, according to Stoute, a camaraderie that marketing and advertising agencies are quickly latching onto.

The Tanning of America recounts the eventful history of hip-hop, from its roots in the New York City boroughs of Brooklyn and the Bronx to today's hip-hop hit makers, such as Jay-Z and 50 Cent. More important, the book showcases just how hip-hop changed consumerism into a mindset that transcends race and socioeconomic status.

The Tanning of America will be released on Sept. 8.

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