Photo: HuffPo

Steve Stoute’s new book The Tanning of America: How Hip Hop Created A Culture That Rewrote the Rules of the New Economy will be available everywhere tomorrow September 8.

In addition to the new book, Steve Stoute has teamed up with HuffPo Media Group to develop and release a series of viral videos titled, “The Tanning Effect".

In the first video, Steve Stoute sits down with Jay-Z, Pharrell Williams, Jimmy Iovine and Lady Gaga to discuss their big "tanning moments" in business.

Jay-Z discusses being an "unpaid spokesman" for Cristal and how he felt when the brand denounced hip hop artists’ inclusion of the champagne in their rhymes. Pharrell gives the background story of how Biggie Smalls inspired Louis Vuitton to tap into the sunglass market, while Jimmy Iovine talks about how he and Dr. Dre came into the "hardware business" (i.e., selling headphones). 

Peep the video after the jump.

Run That Back:

Steve Stoute Defines "The Tanning of America" with Soledad O’Brien (Video).