In his latest book, The Tanning of America: How the Culture of Hip-Hop Rewrote the Rules of the New Economymusic-mogul-turned- corporate-impresario Steve Stoute takes a look at how rap music has influenced the larger economy.

Stoute knows a thing or two about business. After managing some of the biggest names in music, he founded Translation Consultation & Brand Imaging in 2004, which matches brands to well-known names in the media. Always on the cutting edge, Stoute is the man behind Jay-Z’s successful  Reebok partnership, Lady Gaga’s collaboration with MAC Cosmetics, and Justin Timberlake’s “I’m Lovin’ It”  McDonalds spots. If companies want to rebrand themselves and snag a celeb endorsement to boot, they turn to Stoute.

Now, Stoute is not only sharing his knowledge, but that of a few of his famous friends in the web seires, “The Tanning Effect.” In it, Stoute chats with Jay-Z, Lady Gaga, Pharrell Williams, and fellow music mogul Jimmy Iovine about hip-hop’s effect on the world.

Check out the trailer and let us know what you think!


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