Lessons from Working with Nas, Jay-Z, Kobe, LeBron, Steve Jobs & More | Steve Stoute

Steve Stoute is the founder of Translation, the marketing company behind some of the most iconic brand work of the past 25 years, and UnitedMasters, the independent music distribution platform he launched in 2017. Stoute grew up in Queens in the 1980s, where hip-hop was his entire world. He worked his way into the music business, eventually managing Nas and becoming an executive at Sony and then Interscope under Jimmy Iovine. In 1999, at 29, he walked away from a $2 million salary to take a $150,000 job at the Arnell Group — trading income for education. He was there to learn the advertising business from the inside out. What he saw clearly was that Madison Avenue was using an old playbook, failing to see that artists were shaping fashion and other cultural trends. Stoute brokered Jay-Z's S. Carter shoe deal with Reebok — the first sneaker deal for a non-athlete — helped launch McDonald's "I'm Lovin' It" campaign, and came within one meeting of signing LeBron James. He watched an 18-year-old LeBron walk away from a $10 million signing bonus to bet on himself. It confirmed everything Stoute believed: the world had already changed, and the old gatekeepers just hadn't caught up yet. UnitedMasters was built on that same conviction — giving artists ownership of their masters and a direct line to their fans. Show notes: https://www.davidsenra.com/episode/steve-stoute Made possible by Ramp: ⁠https://ramp.com AppLovin: https://applovin.com/senra Deel: https://deel.com/senra HubSpot: ⁠https://hubspot.com David Senra X: https://x.com/davidsenra Instagram: https://www.instagram.com/davidsenra LinkedIn: https://www.linkedin.com/in/davidsenra Facebook: https://www.linkedin.com/company/senrashow Threads: https://www.threads.com/@davidsenra Spotify: https://spti.fi/TVrr557 Apple Podcasts: https://apple.co/4msoZtb Website: https://www.davidsenra.com Steve Stoute Instagram: https://www.instagram.com/stevestoute X: https://x.com/SteveStoute LinkedIn: https://www.linkedin.com/in/stevestoute Chapters 00:00:00 Run Towards The Unknown 00:04:43 The Men In Black Glasses Nobody Got Paid For 00:07:34 Too Scared To Buy Apple At Nine Dollars 00:15:27 Black Consumers Buy What Isn't Marketed To Them 00:19:13 Betting On The Education, Not The Equity 00:21:39 A Music Video Is Just A TV Commercial 00:24:32 The First Non-Athlete Shoe Deal 00:27:25 LeBron Walks Away From Ten Million To Bet On Himself 00:30:35 Why Are You Giving It Away 00:35:18 If Artists Knew Their Fans They Wouldn't Need A Label 00:39:57 Prince Wrote Slave On His Face 00:46:01 How Jay-Z, Master P, And Wu-Tang Beat The System 00:50:44 The Power Of Repetition 00:54:13 Independent Artists Are The New Small Businesses 00:58:56 Fame And Talent Are Now At Odds 01:04:39 Ryan Coogler's Unprecedented Sinners Deal 01:09:25 Live At The Convergence Of Culture, Technology, And Storytelling 01:11:09 You Can Get Anything Done If You Don't Take Credit 01:12:53 Signing Kobe To Out-Rap Shaq 01:15:25 How You Do Anything Is How You Do Everything 01:18:55 The Barefoot Standoff With Jay-Z 01:22:50 Getting Jay-Z To Write Still D.R.E. 01:28:08 Managing Nas, The Greatest Thing He Ever Did 01:31:00 Walking Into Queensbridge To Find Nas #davidsenra #stevestoute

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