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Jay-Z’s Business Partner, Steve Stoute, to Release Book

Jay-Z’s business partner and Nas’s former manager, Steve Stoute, will be releasing a book on hip-hop culture and its role as a market force in commerce, next month.

The book, titled The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy, examines the issue of the consumer as a mindset rather than a race or age, and how different consumers can have the same “mental complexion” based on shared experiences.

The book uses Stoute’s insider view of hip-hop culture to bridge the two worlds of pop and marketing.

Stoute is responsible for connecting Beyonce with Tommy Hilfiger to launch the Tue Star fragrance, Justin Timberlake with McDonald’s for the “Lovin’ it” campaign, and Chris Brown with Wrigley’s, among other pairings.

Stoute also runs Translation LLC. An advertising agency along with Jay-Z, which has had campaigns with McDonald’s, Reebok and numerous other businesses.

The Tanning of America is set to drop on September 8 via Gotham Books—Martin Spasov

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