In THE TANNING OF AMERICA: How the Culture of Hip-Hop Rewrote the Rules of the New Economy (Gotham Books; On-Sale 9-8-11), Stoute draws from his diverse background in the music industry and brand marketing to chronicle how an upstart art form – street poetry set to beats – came to define urban culture as the embodiment of cool. Steve Stoute’s understanding of how hip-hop morphed into mainstream culture enabled him to relate to a new generation of thinking, which catapulted him to the forefront of pop culture – where he still remains today. In THE TANNING OF AMERICA Steve Stoute shows how a company can connect with the youth market without seeming inauthentic and staying true to their core brands. This ‘tanning’ phenomenon – the positive, powerful potential of urban youth culture that, when harnessed properly, can bring disparate groups of people together – raised the generation of black, Hispanic, white and Asian consumers who have the same ‘mental complexion’ based on shared experiences and values. Today’s consumer is a mindset, not a race – and when businesses get it right, and have a proper understanding of tanning, success is imminent. Steve Stoute’s knowledge and observations will allow readers to find success in a new generation’s bold reinterpretation of the American Dream.I am intrigued by this conversation and the book. What do you think?