BOOK Review, Published, Library Journal July 15, 2011.

Stoute, Steve. The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy. Gotham: Penguin Group (USA). Sept. 2011. c.269p. ISBN 9781592404810. $26. SOC SCI

According to Stoute, a branding consultant and former record executive, “the adhesive of youth culture and inclusive racial diversity” has led to the “tanning of America.” Ignoring the globalization of popular culture is perilous, he argues, and he seeks “to put an end, once and for all, to the boxing of individuals based on color.” Part One traces the evolution of hip-hop and rap, showing how these forms brought success to performers who poetized their frustrations and appealed to urban teens who wanted to be cool. This section offers a detailed chronicle of early hip-hop musicians, including DJ Kool Herc and numerous others, as well as advertisers, such as Adidas and Nike, eager to increase their market share by plugging into hip-hop culture. Part Two details the “Power, Pitfalls and Potential of Tanning,” and Part Three, “The Future of the Tan World,” calls tanning a “cultural bridge” to the American Dream. “Cross-culturism is the next phase of tanning,” writes Stoute, of which the most important element is “loving one another.” VERDICT This detailed history of hip-hop as a musical genre and its genesis, development, and effects on society will appeal to historians and sociologists, as well as some fans of hip-hop. [See Prepub Alert, 12/13/10.]—Joanne B. Conrad, Geneseo, NY