What is the “tanning effect?”
Former music executive Steve Stoute sat down with hip-pop artists Jay-Z, Pharrell Williams, Lady Gaga and Interscope head Jimmy Iovine to discuss hip-hop’s influence on American culture.
The tanning effect is the cultural shift in America, influence by Blacks in hip-hop and other roles of leadership. Before hip-hop emerged in the late 1970s, ethnic and racial barriers were rigid and defined by cultural boundaries.
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After the popularization of hip-hop, the lines of races and culture became less visible in America.
As hip-hop became more mainstream, the influence it had over white america was astounding.
Steve Stoute has written a book entitled The Tanning Of America: How The Culture Of Hip-Hop Rewrote The Rules Of The New Economy.
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Steve explains the “tanning effect” as, “Tanning is the catalytic force of nature that went beyond musical boundaries and into the psyche of young America – blurring cultural and demographic lines so permanently that it laid the foundation for a transformation.”
White America has always been intrigued and curious about Black culture and when hip-hop emerged, it fulfilled their urge to embrace a culture much different from their own.
In an interview with Jay-Z, Steve discussed the issue with Cristal liquor company releasing a statement about Cristal champagne not being meant for rappers or the hip-hop community.
Steve also talks with Jimmy Iovine and Lady Gaga about incorporating hip-hop in areas where hip-hop has never gone.
The “tanning effect” is very real.
With hip-hop being an international art form, people all over the world embrace the culture and incorporate their own cultural identities in an art form created by Black Americans.
Music transcends race and class and if it weren’t for hip-hop, this nation may have still been divided.
It will be interesting and exciting to see what all Steve Stoute has to say about the “tanning effect” in his forthcoming book.
Check him out in the video with Jay-Z, Pharrell and Lady Gaga below!
