BET Media Group Slates Return of the BET Experience

After a nearly five-year hiatus, BET Media Group's annual BET Experience — the fan festival that powers the annual BET Awards — is back. The BET Experience 2024 (aka BETX 2024) will be presented by Walmart from June 26-30 in Los Angeles. The festival will also be co-produced by Live Nation Urban.

The most recent BETX took place in June 2019 — and featured HER as a performer — and was then postponed due to the pandemic. As before, the 2024 fan festival will celebrate Black expression, art and culture through various activations with an array of star performers, experts and tastemakers.

In a statement announcing the return of BETX, BET Media Group President and CEO Scott Mills said, “We are proud to bring the BET Experience back to 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, “The BET Experience will be the ultimate destination for leading brands, like our presenting partner Walmart, to authentically connect with fans and celebrate the richness of black culture. Historically, BETX has been a key part of our brand's success, offering personalized opportunities for our partners to participate in the celebration of Black culture and directly engage with consumers and many segments of the Black community in meaningful, effective ways.”

A highlight of BETX 2024 will be the traditional multi-night concert series. This year's shows, to be announced later, will take place at various Los Angeles venues including the YouTube Theatre, Miracle Theatre, Crypto.com Arena and the Hollywood Bowl, followed by the premiere of the 2024 BET Awards on 30 June Rounding out the activations will once again be comedy shows and immersive villages focusing on fashion, health, beauty, sports, food and financial empowerment. These will be complemented by a black and women-owned business market and panels on economic mobility, in addition to promotional opportunities for entrepreneurs.

“It's an honor to join forces with the BET Experience as this year's presenting partner, where we can continue to champion the limitless potential of black creators and entrepreneurs,” said Allison Rand. Leads experiential brand and talent partnerships at Walmart. “This event is a cultural catalyst and we are proud to support BET's commitment to providing a platform to celebrate Black excellence and showcase some of the most outstanding talent in the entertainment industry.”

For more information on BETX 2024, please visit Website.