"The Tanning Effect" With Steve Stoute feat.Pharrell, Dr Dre and Gaga (Video)

In his book The Tanning Of America: How the Culture of Hip-Hop Rewrote the Rules of the New Economy, former music executive Steve Stoute talks about how hiphop and street culture has transcended its roots to become not just a mentality, but a powerful corporate influence. His expertise comes from connecting celebrities with huge brands, such as Lady Gaga for MAC, Justin Timberlake with McDonalds and Jay-Z and Reebok.

To coincide with the book's release, he's going to be doing a video series called The Tanning Effect with some of the biggest celebrities in the world. The first episode will debut on October 17, here is the trailer featuring Jay-Z (talking about hiphop's influence on Cristal), Pharrell Williams (who was influenced by B.I.G. to bring eyewear to Louis Vuitton) and Lady Gaga. Pharrell does a killer Scarface impersonation.

Via Huff Post.