The show has been suspended as cultural history more broadly faces erasure at the institutional level. What should be built in its place?
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Apparently, the show’s TV ratings had been on the decline. The year after celebrating hip-hop’s golden anniversary in 2023, the show’s annual viewership fell off a steep cliff — down nearly 50% in 2024. The network hasn’t pulled the plug outright; “suspended” is how BET’s CEO Scott Mills described the current state of both its hip-hop and Soul Train award show franchises in an interview with Billboard. Yet, the announcement couldn’t have come at a more precarious time. The shelving of the show just so happens to coincide with the sale of Paramount Global, BET’s parent company, to Skydance Media — a merger cleared by the Federal Communications Commission after Paramount agreed to pony up $16 million to settle President Trump’s lawsuit against CBS’ 60 Minutes. Skydance also made a few concessions in the run-up to sealing that FCC deal, including a pledge to eliminate all of Paramount’s DEI (diversity, equity and inclusion) initiatives: No more Office of Global Inclusion. No more aspirational goals “related to hiring female employees and employees of color.” No more annual bonus incentives for meeting said DEI goals.
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Truthfully, the BET HHAs were never hip-hop’s holy grail. The Source Awards had a legendary crack at that in the ‘90s; the Vibe Awards also gave it a respectable go. Both ultimately met the ill fate of print media. But BET’s 18-year run is deserving of some sort of recognition. It consistently beat all the so-called industry arbiters when it came to crowning rap’s up-and-coming. Now that it’s shelved, there’s a conversation worth having about why hip-hop has not been able to sustain a longer-running award show and why more public institutions haven’t flourished in its honor.
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