BET Awards Show Becomes Festival, Features Beyonce Concert
The 3-day celebration includes music performances, seminars, and TV-show tapings.
BET is looking to transition its annual awards show from a once-a-year program to a three-day experience geared towards celebrating Black music, entertainment, and culture. The move was officially announced early last year when a deal with Anschutz Entertainment Group was revealed, bringing the telecast to the L.A. Live complex.
It seems like BET is taking the celebration very seriously though, sealing Beyonce as a lead performer to launch the concert series at Staples Center. The news comes atop the release of Beyonce’s world tour dates. The singer, who announced the tour following her performance at the Super Bowl on Sunday, will perform during the BET Experience at L.A. Live on June 28—joined by Erykah Badu, Kendrick Lamar, R. Kelly, and the Jacksons. The additional programs will be on top of the annual awards show, helping BET to become more than just a channel but the go-to place for the Black experience.
According to Nielsen numbers, BET finished 2012 dominating primetime and remaining a lead cable channel among African American audiences. Last year, the BET Awards ’12 was the top awards show among all Black viewers—making the “experience” conversion even more befitting. (LA Times)