Within minutes, the words ‘visionary,’ ‘mastermind’ and ‘influencer’ were all attributed to guest speaker Steve Stoute, who visited Syracuse University on Wednesday night in the Joyce Hergenhan Auditorium.

Stoute is a successful businessman and entrepreneur whose versatility has been seen in numerous roles, including record executive, marketing consultant and even beauty line owner.

He worked with acclaimed hip-hop artists such as Mary J. Blige, Nas and Jay-Z. Recently, he landed marketing deals with popular brand names such as McDonald’s, Bud Light and M.A.C Cosmetics.

Stoute is considered to be at the forefront of popular culture. In his new book, ‘The Tanning of America: How the Culture of Hip-Hop Rewrote the Rules of the New Economy,’ he discusses the merging of urban culture into one mainstream public avenue.

The Black Communications Society and the National Association of Black Journalists co-sponsored the event.

Lawrence Jackson, junior broadcast and digital journalism major and vice president of NABJ, said he and Troy James, a sophomore advertising major who led the forum, met Stoute this past summer when he spoke at a NABJ convention. Jackson and James both agreed Stoute would be a great guest for SU to host because of his knowledge of business, culture and marketing, he said.

‘I feel like his book is not about black and white, but culture,’ said Jackson, who went on to relate this message to NABJ. ‘You don’t have to be black or a journalist to be a member.’

The idea of a united youth culture was repeated throughout the night. Stoute coined the word ‘tanning’ as the blending of shared values and the shift in how young people in America are identifying themselves. Youth are no longer defined only by race, he said.

Stoute said hip-hop culture has ‘rewrote the rules of the new economy’ by expanding into the mainstream with people of all demographics listening and resonating with the music.

‘It goes much deeper than music,’ Stoute said. ‘No longer does your ethnicity predetermine what drives you culturally.’

In his book, Stoute references case studies that show marketing is becoming colorblind. He said a shift has taken place and we have evolved past having to advertise to specific ethnicities.

Stoute said his passion for marketing and connecting to youth culture was what compelled him to change careers in the early 2000s from record executive to marketing executive.

His determination to follow his ‘gut instinct’ allowed him to walk away from a coveted career into the unknown, he said.

He discussed the digital change that has overhauled the music industry in recent years. Illegal downloading and sharing files has made the music industry become more resourceful to survive, he said.

After leaving the music industry, Stoute founded his own advertising firm called Translation, which landed its first large contract with McDonald’s and Justin Timberlake.

Translation’s success is largely due in part to Stoute’s business strategy of appealing to its audience and being honest. He delivers the truth in a company-specific way that fits Translation’s business template, he said.

His stern approach has led Translation to work with name brands such as Target, Nokia, State Farm, the soon-to-be Brooklyn Nets and Coca-Cola. He shared, for the first time ever, that the first Super Bowl commercial spot belongs to Translation and its new client, Bud Light.

Shanna Chappell, a junior communications and rhetorical studies major, said she found the forum refreshing and was impressed by Stoute’s accomplishments.

‘I like moving culture forward,’ Stoute said. ‘I was excited to come talk to people here because if one or two are inspired to get excited and approach their dreams, then this trip was worth it.’

jbundy@syr.edu 

Published on February 1, 2012 at 12:00 pm

Contact Jen: jbundy@syr.edu