After a nearly five-year hiatus, BET Media Group’s annual BET Experience — the fan fest ramp-up to its annual BET Awards — is back. BET Experience 2024 (aka BETX 2024) will be presented by Walmart from June 26 to 30 in Los Angeles. The fest will also be co-produced by Live Nation Urban.
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The most recent BETX was held in June 2019 — and featured H.E.R. as a performer — and subsequently postponed owing to the pandemic. As before, 2024’s fan fest will celebrate Black expression, artistry and culture through various activations featuring a diverse array of star artists, experts and tastemakers.
In a release announcing BETX’s return, BET Media Group president/CEO Scott Mills said, “We are proud to reintroduce BET Experience in the vibrant city of Los Angeles to celebrate the best of Black culture and entertainment. BETX 2024 is set to deliver an unprecedented week of entertainment, engagement, and empowerment all anchored in the brilliance and creativity of Black culture and our community.”
Added Louis Carr, president of media sales for BET Media Group, “BET Experience will be the ultimate destination for premier brands, such as our presenting partner Walmart, to authentically connect with fans and celebrate the richness of Black culture. Historically, BETX has been a core part of our brand success, offering bespoke opportunities for our partners to join our celebration of Black culture and directly engage with consumers and multiple segments of the Black community in meaningful, impactful ways.”
A key highlight of BETX 2024 will be its traditional multi-night concert series. Performances this year, to be announced at a later date, will take place at various L.A. venues including the YouTube Theatre, Miracle Theatre, Crypto.com Arena and the Hollywood Bowl, and then followed by the premiere of the BET Awards 2024 on June 30. Rounding out the activations once more will be comedy shows and immersive villages focused on fashion, health, beauty, sports, food and financial empowerment. Those will be supplemented by a marketplace featuring Black and women-owned businesses and panels on economic mobility in addition to pitch opportunities for entrepreneurs.
“It’s an honor to join forces with BET Experience as this year’s presenting partner, where we can continue to champion the unlimited potential of Black creators and entrepreneurs,” said Allison Rand. She leads brand experiential and talent partnerships at Walmart. “This event is a cultural catalyst, and we’re proud to support BET’s commitment to providing a platform for celebrating Black excellence and showcasing some of the most exceptional talents in the entertainment industry.”
For more information about BETX 2024, visit the website.
