The Tanning of America

Tanning is the catalytic force majeure that went beyond musical boundaries and into the psyche of young America, blurring cultural and demographic lines. Today's consumer is a mind-set, not a race - and when businesses have a proper understanding of tanning, success is imminent. The tanning phenomenon raised the first generation of consumers who have the same "mental complexion" based on shared experiences and values. In The Tanning of America, Steve Stoute draws from his diverse background in the music industry and brand marketing to chronicle the rise of this market and deconstruct how an upstart art form - street poetry set to beats - came to define urban culture as the embodiment of cool, a new generation's bold reinterpretation of the American dream.