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OON OUR RADAR

Books & Culture

One Day It'll All Make Sense Common, Adam Bradley Common has earned a reputation in the hip hop world as a conscious artist by embracing themes of love and struggle in his songs, and by sharing his own search for knowledge with his listeners. His journey toward understanding—expressed in his music and now in his roles in film and television—is rooted in his relationship with a remarkable woman, his mother, Mahalia Ann Hines.

Each chapter begins with a letter from Common addressed to an important person in his life—from his daughter to his close friend and collaborator Kanye West, from his former love Erykah Badu to you, the reader. Through it all, Common emerges as a man in full. Rapper. Actor. Activist. But also father, son, and friend. Common’s story offers a living example of how, no matter what you’ve gone through, one day it’ll all make sense.

THE TANNING OF AMERICA

The business marketing genius at the forefront of today's entertainment marketing revolution helps corporate America get hip to today's new consumer-the tan generation - by learning from hip-hop and youth culture. "He is the conduit between corporate America and rap and the streets-he speaks both languages." -Jay-Z "It's amazing to see the direct impact that black music, videos and the internet have had on culture. I've seen so many people race to the top of pop stardom using the everyday mannerisms of the hood in a pop setting. It's time to embrace this phenomenon because it ain't going nowhere!" -Kanye West. When Fortune 500 companies need to reenergize or reinvent a lagging brand, they call Steve Stoute. In addition to marrying cultural icons with blue-chip marketers (Beyoncé for Tommy Hilfiger's True Star fragrance, and Justin Timberlake for "lovin' it" at McDonald's), Stoute has helped identify and activate a new generation of consumers. He traces how the "tanning" phenomenon raised a generation of black, Hispanic, white, and Asian consumers who have the same "mental complexion" based on shared experiences and values. This consumer is a mindset-not a race or age-that responds to shared values and experiences, rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. And Stoute believes there is a language gap that must be bridged in order to engage the most powerful market force in the history of commerce. The Tanning of America provides that very translation guide. Drawing from his company's case studies, as well as from extensive interviews with leading figures of multiple fields, Stoute presents an insider's view of how the transcendent power of popular culture is helping reinvigorate and revitalize the American dream. He shows how he bridges the worlds of pop culture, brand consulting, and marketing in his turnkey campaigns offers keen insight into other successful campaigns-including the election of Barack Obama-to illustrate the power of the tan generation, and how to connect with it while staying true to your core brand.

The Wealth Cure: Putting Money in Its Place Hill Harper, Author

ONE DAY IT’LL ALL MAKE SENSE

THE WEALTH CURE

The perennial New York Times bestselling author helps readers discover how to put money in its place and use wealth-building as a tool for joy and fulfillment. Hill Harper is uniquely poised to guide readers through tough times and offers bestselling advice for reaping the rewards of a truly happy life. With The Wealth Cure, he does more than that: He presents a revolutionary new definition of wealth, motivating readers to not only build financial security but to also achieve wealth in every aspect of their lives. Using his own journey as a parable, Harper inspires the reader to evaluate their values while explaining the importance of laying a sound financial foundation and how to recognize the worth of your relationships and increase the value of your interactions with the people in your life. Drawing on his personal recollections and true stories from family and friends, Harper helps readers begin to see money not as a goal but as a tool that provides freedom for following their passions. The keys include investing in yourself, tapping the resources you need, and taking responsibility for how those resources are used. Far from a get-rich-quick primer, The Wealth Cure brims with inspired wisdom for building a lasting bounty from the experiences, loved ones, and achievements that really matter.

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In One Day It’ll All Make Sense, Common holds nothing back. He tells what it was like for a boy with big dreams growing up on the South Side of Chicago. He reveals how he almost quit rapping after his first album, Can I Borrow a Dollar?, sold only two thousand copies. He recounts his rise to stardom, giving a behind-the-scenes look into the recording studios, concerts, movie sets, and after-parties of a hip-hop celebrity and movie star. He reflects on his controversial invitation to perform at the White House, a story that grabbed international headlines. And he talks about the challenges of balancing fame, love, and fatherhood. One Day It’ll All Make Sense is a gripping memoir, both provocative and funny. Common shares never-before-told stories about his encounters with everyone from Tupac to Biggie, Ice Cube to Lauryn Hill, Barack Obama to Nelson Mandela. Drawing upon his own lyrics for inspiration, he invites the reader to go behind the spotlight to see him as he really is—not just as Common but as Lonnie Rashid Lynn.

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

Swagga Digital Magazine Fall Issue 2011  

Fall Issue Swagga Digital Magazine

Swagga Digital Magazine Fall Issue 2011  

Fall Issue Swagga Digital Magazine