Steve Stoute’s “The Tanning of America” to Reach 300 Million Francophone Readers
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"The Tanning of America" Will Be Translated Into French, Opening the Door to 300 Million Francophone Readers Worldwide
In a powerful cultural moment at Pharrell Williams’ Black Ambition event in Miami, music executive and entrepreneur Steve Stoute, CEO of UnitedMasters, was brought to tears by an unexpected announcement: his groundbreaking book The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy is being translated into French.
The revelation came directly from Alexis Onestas, founder of OmaxBooks, a French publishing house known for amplifying African-American voices and perspectives to a worldwide Francophone audience of more than 300 million. The emotional exchange unfolded live on stage, symbolizing a full-circle moment for both men and one that bridges language, culture, and shared creative vision.
For Onestas, the moment carried deep personal meaning. He revealed that The Tanning of America was the first book he ever read in English, which was an experience so transformative that it helped inspire the founding of OmaxBooks itself. Having built a catalog featuring leading cultural figures such as 50 Cent, Issa Rae, Common, and Taraji P. Henson, Onestas described translating Stoute’s work as “a long-overdue mission” to connect its timeless insights with French-speaking readers around the world.
“Steve’s book literally changed my life,” Onestas said.
“It showed how culture moves, how hip-hop reshaped America, and how Black creativity transformed the global economy. It’s a classic and French speakers deserve to access it.”
First published in 2011, Steve Stoute's "The Tanning of America" has become a key text in the study of urban culture and marketing, chronicling how hip-hop evolved from a music movement into a global economic and creative force. The tone and message of the book covers how diversity and innovation drive mainstream success and remain just as relevant today.
As Stoute absorbed the news on stage, visibly moved, the audience responded with resounding applause. The forthcoming French edition promises to extend the book’s legacy, bringing its history and message to a vast international readership.
“Steve Stoute didn’t just document the culture,” Onestas added. “He helped change it.”
To follow updates on the French release and future translated works, visit @omaxbooks & @alexisonestas on Instagram:https://www.instagram.com/omaxbooks/