From Niche to Norm: The 'Tanning' of American Minds

"Tanning" is the alchemy that transforms isolated cultural elements into a collective identity.

??? Dr. Jae's AUDIO version

Hey Family,

Thanks for stopping by. Today, I want to discuss what I feel is a fascinating cultural phenomenon that has changed the world.

In my Hip Hop Culture and New Economy course, I shared the concept of tanning with my students.?As defined by former music executive and entrepreneur Steve Stoute,

"tanning" is the force that transcends the boundaries of music into the psyche of young America- ?blurring cultural and demographic lines so permanently that it laid the foundation for a transformation.

Imagine when jazz music first hit mainstream America—a genre birthed in Black communities, initially considered taboo, but ultimately becoming the soundtrack of an era, transcending racial and social divides. Just as jazz once blurred the lines between 'us' and 'them,' creating a new shared cultural space, so too has the concept of "tanning" done for our modern society. This term is far more than a passing cultural trend. It represents a shift in our collective consciousness, a blending of once-disparate communities into a new "mental complexion."

This concept moves us beyond the binary thinking that has long plagued societal and business constructs.?

It isn't about diluting individual cultures but elevating our shared values, experiences, and aspirations to create something even more vibrant—a multifaceted, multi-colored space that both respects and transcends our origins. And why is this evolution of culture so important to understand??

Because it is fundamentally transforming the rules of engagement in both the social and commercial arenas.

So, let me break down the impact of "tanning" on how businesses relate to a new generation of consumers, how marketing paradigms are evolving, and how you, irrespective of your field of study or expertise, can be both an observer and participant in this cultural revolution.

A "Tanned" World?

In the business world, "tanning" is the alchemy that transforms isolated cultural elements into a collective identity. Imagine walking through a marketplace where the spices of India blend with the rhythms of Afrobeat, where the couture of Paris connects effortlessly with Brooklyn street style. It's a symphony composed of distinct notes, each lending its resonance to form a soulful tune... an authentic vibe. This is not just the fusion of cultures; it's the birth of an entirely new cultural cool intricately woven with threads from every corner of the Earth.?

It's an environment where barriers dissolve, not to make us all the same, but to celebrate our unique contributions to this ever-evolving global village.

Witness the architects of this brave new world—the youth, informed by the cadences and verses of hip-hop, the languages of urban culture. They express their tastes and amplify their voices, like artists with a palette of endless colors, painting the market with shades of authentic experiences and genuine aspirations. Brands that hear this song of cultural plurality find themselves thriving in an economy increasingly guided by the principles of inclusivity, authenticity, and relevance.?

At its core, the act of "tanning" is an invitation—to belong, to be seen, to participate in the abundance of human experience with both hands, shaping not just market trends but the contours of our collective soul.

In a "tanned" society, consumer behavior evolves from being just a transaction to becoming an exchange of cultural currency. Let's consider streaming services as an example. Once upon a time, genres were siloed—pop was separate from rap, which was separate from country. Today, those lines have blurred. When you log onto Spotify or Apple Music, playlists often feature a kaleidoscope of genres, mirroring the multifaceted identities of today's consumers. It isn't uncommon to see a Taylor Swift song followed by a track from Kendrick Lamar, then a few tracks down the list…boom a K-pop hit.?

This merging of musical styles into our daily lives mirrors a broader trend where consumers seek a blend of experiences that cross traditional cultural and social boundaries.

Why Do Brands Need to Think Differently?

Today's consumer doesn't want to be sold to; they want to be understood.?

Some companies are picking up on this. Traditional "tell-and-sell" advertising has given way to more nuanced approaches that focus on storytelling and experience. This new breed of consumers is not content with brands that merely sell products; they are drawn to brands that offer experiences, tell stories, and, most importantly, take a stand on social issues.?

The aesthetic of the product is now almost as important as the ethos behind it.

Adapt or Die

Understanding this, some companies are not just 'adding diversity' to their marketing campaigns but embedding the principles of "tanning" into their business models.

Look at Netflix. It's not just a streaming service; it's a cultural commentator. Its diverse show offerings—from anime to telenovelas to Black dramas—reflect the wide-ranging interests of its user base, creating a global village of storytelling. This isn't just entertainment; it's a powerful testament to how a brand can embody the principles of "tanning" by curating content that speaks to an array of cultural experiences, solidifying its role as a culture curator.

Another example can be found in the beauty industry.?

Brands like Fenty Beauty by Rihanna broke the mold by offering an expansive range of shades to cater to every skin tone, challenging the industry to reconsider its limited, often Eurocentric, beauty standards. This initiative went beyond product diversification; it sent a powerful message of inclusivity and recognition, signaling to consumers that their individual beauty is seen, valued, and worthy of representation.

This move was not only socially progressive but also economically savvy, tapping into a market that had long been ignored.

Impact Beyond Business

It's easy to perceive "tanning" as a phenomenon confined to boardrooms and marketing campaigns.?

However, the impact of this cultural shift reverberates far beyond commercial spaces, deeply influencing our daily lives, social interactions, and even our educational systems. Think of it as the melting pot metaphor reimagined for the 21st century, only this time, it's not just about blending; it's about adding to the mix while preserving the distinct flavors of individual ingredients. Traditional pedagogical approaches often favor a limited set of cultural experiences and values, which can marginalize students from diverse backgrounds.?

A "tanned" educational approach would encourage curricula that incorporate multiple perspectives, creating a richer, more comprehensive learning experience.?

A Convergence of Cultures

We are the creators of this intertwined culture, and the choices we make today will shape the inclusive spaces of tomorrow.

Your role in this cannot be overstated. Will you be an observer content with perpetuating antiquated ways of thinking, or will you be an active participant willing to adapt and influence the evolving narrative? It's a choice that bears profound consequences for the type of world we will all live in. Whether you're an entrepreneur, an educator, or simply a person navigating an ever-changing world, your actions have ripple effects that contribute to a more significant change.

Understanding and embracing this "tanned" world is not just a topic in a course I teach; it's a core curriculum for the 21st-century lifestyle.?

If you made it here…Thanks for your time today. I appreciate you.

Much Love,

Dr. Jae

P.S. - If you learned something new from this piece or want to discover more ways to create unforgettable class experiences and inspire students to become lifelong learners, subscribe to?Educator Unplugged?or get in touch here at?[email protected].??

?? Here are my recommended books on tanning and how it connects to Hip Hop culture:

1- The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy by Steve Stoute

A foundational book on the concept of "tanning," it explores how hip-hop culture has influenced American business and consumer habits.

2- Contagious: How to Build Word of Mouth in the Digital Age by Jonah Berger

This book offers insights into what makes information shareable and how to use these principles to have a product or idea catch on, with particular attention to the impact of cultural elements.

3- Decoded by Jay-Z

While not a business book per se, "Decoded" dives deep into the mindset and cultural impact of one of the most influential figures in hip-hop. I think It provides valuable insights into how culture shapes markets and consumer behavior.

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