IS23. Tanning of America
Дата публикации: Mar 04, 2016 8:56:56 AM
Transcript
R: Hip-hop has changed the nation and in his new book 'Tanning of America' Steve Stoute says he knows how it happened.
R: What does 'The Tanning of America' mean?
SS: It's where the next generation of kids - the millennials - specifically see the world no longer through color or ethnicity. They see the world through shared values.
R: Stout used his connections as the former recruit executive to connect big business with urban-oriented marketing campaign like Jay-Z for Reebok and he is the man behind Justin Timberlake's popular slogan for McDonalds
SS: How .. they did that artists and the music as the Trojan Horse for the culture? And I felt like I can find authentic ways for the brands .. to the culture that hip-hop is created.
R: But hip-hop was something that started from the streets. Writer Nelson George says the partnership with big business is watering down the art form.
NG: .. kids on the radio, er, in most of America is not, erm, very content-driven. It's more an endorsement to dance than leading to endorsement to buy a particular brand of alcohol or clothing or car
Waiter: .. for everyone
R: Forbes Music editor Zack Greenburg says many hip-hop artists make more on endorsements than on recording music
SS: Again, we're speaking about the music, most values are just silly. I think that hip-hop created the culture and I think that the culture was meant to be shared
R: You say that you can draw direct line between hip-hop and sixty hundred .. of a.. revenue.
SS: That younger voter was open mind to the african-american president as a result of the cultural sharing that we're discussing and I believe that hip-hop is the main driver of that cultural sharing and if using music cooperation helps spread that message than .. .. it takes
R: Reporting .. America, .. O'Brien, CNN.
The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy Hardcover – September 8, 2011 by Steve Stoute
Comprehension Check
1. What does the tanning of America mean?
2. How did Steve Stoute manage to connect big business with urban-oriented marketing campaign? What helped him?
3. What is his vision of an artist and music in general?
4. How does Nelson George describe the influence of business on hip-hop?
5. What is according to Stoute the main objective of the writers of hip-hop?
Founder and Chief Executive Officer
A powerful innovator in brand marketing, Steve Stoute has made a career out of identifying and activating a new generation of consumers to help Fortune 500 companies thrive in the world of popular culture. Steve is the founder and CEO of the industry-leading brand development and marketing firm Translation whose client roster includes iconic brands such as McDonald’s Corporation, Anheuser-Busch InBev, State Farm, Target, Estée Lauder, Wm. Wrigley Jr. Company, Microsoft, Coca-Cola and Lady Gaga. In 2013, Advertising Age recognized Steve as their Executive of the Year.
Much of Translation's work is based on Steve’s philosophy about the changing landscape of American culture and how people are all moving towards a shared cultural complexion. Building on this idea, Steve authored his acclaimed 2011 book, The Tanning of America: How Hip-Hop Created a Culture that Rewrote the Rules of the New Economy, in which he teaches corporate America how to understand and reach today’s young adult market—what he describes as “The Tan Generation”—and stay true to their core brands without seeming inauthentic.
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Prior to founding Translation, Steve spent ten years as a senior executive at several leading music labels. He was first President of Urban Music at Sony and later Executive Vice President of Interscope Geffen A&M Records. During his time at Interscope, Steve was honored with an American Music Award as producer for the movie soundtrack of Wild Wild West. He would later go on to executive produce the Academy Award-winning 8 Mile soundtrack.
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Millennials (also known as the Millennial Generation or Generation Y) are the demographic cohort following Generation X. There are no precise dates for when the generation starts and ends; most researchers and commentators use birth years ranging from the early 1980s to the early 2000s.
Wordlist
tan verb BrE /tæn/ ; NAmE /tæn/ having darker skin after spending time in the sun
recruit noun BrE /rɪˈkruːt/ ; NAmE /rɪˈkruːt/
1. a person who has recently joined the armed forces or the police
the training of new recruits
He spoke of us scornfully as raw recruits (= people without training or experience).
2. a person who joins an organization, a company, etc.
attempts to attract new recruits to the nursing profession
recruit verb BrE /rɪˈkruːt/ ; NAmE /rɪˈkruːt/
1. [transitive, intransitive] recruit (somebody) (to something) | recruit somebody to do something to find new people to join a company, an organization, the armed forces, etc.
The police are trying to recruit more officers from ethnic minorities.
They recruited several new members to the club.
He's responsible for recruiting at all levels.
2. [transitive] recruit somebody to do something to persuade somebody to do something, especially to help you
We were recruited to help peel the vegetables.
3. [transitive] recruit something to form a new army, team, etc. by persuading new people to join it
to recruit a task force
The Trojan Horse - a wooden horse used by Greek soldiers to trick their enemies the Trojans during the Trojan War.
The Greeks hid inside a large wooden model of a horse and were taken into Troy by Trojan soldiers, who thought that it was a gift.
Trojan noun,adjective BrE /ˈtrəʊdʒən/ ; NAmE /ˈtroʊdʒən/
To water down - to make a statement, report etc less forceful by changing it or removing parts that may offend people - used to show disapproval
water down phrasal verb
water something down
1. to make a liquid weaker by adding water
synonym dilute
2. [usually passive] to change a speech, a piece of writing, etc. in order to make it less strong or offensive
synonym dilute
Content-driven - delivering information/message
To endorse - to express formal support or approval for someone or something
endorse verb BrE /ɪnˈdɔːs/ ; NAmE /ɪnˈdɔːrs/
1. endorse something to say publicly that you support a person, statement or course of action
I wholeheartedly endorse his remarks.
Members of all parties endorsed a ban on land mines.
2. endorse something to say in an advertisement that you use and like a particular product so that other people will want to buy it
I wonder how many celebrities actually use the products they endorse.
3. endorse something to write your name on the back of a cheque so that it can be paid into a bank account
4. [usually passive] endorse something (British English) to record details of a driving offence on somebody’s driving licence
You risk having your licence endorsed.
reporter noun BrE /rɪˈpɔːtə(r)/ ; NAmE /rɪˈpɔːrtər/
Cools
I felt like I can find authentic ways for the brands