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 - by learning from hip-hop and youth culture.
'He is the conduit between corporate America and rap and the streets - he speaks both languages.' -Jay-Z
'It's amazing to see the direct impact that black music, videos and the internet have had on culture. I've seen so many people race to the top of pop stardom using the everyday mannerisms of the hood in a pop setting. It's time to embrace this phenomenon because it ain't going nowhere!' -Kanye West
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 (Beyonce; for Tommy Hilfiger's True Star fragrance, and Justin Timberlake for 'lovin' it' at McDonald's), 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' based on shared experiences and values.