THE ELECTRIFYING 2021 “BET HIP HOP AWARDS” AND NOSTALGIC “RAP CITY ‘21” SCORE RATINGS SUCCESS WITH 1.4 MILLION VIEWERS TUNED IN LAST TUESDAY NIGHT AND GENERATING TRIPLE-DIGIT VIEW INCREASES ACROSS DIGITAL PLATFORMS
THE 2021 “BET HIP HOP AWARDS” DELIVERED DOUBLE-DIGIT VIEWERSHIP GROWTH ON LINEAR YEAR-OVER-YEAR, UP +18% IN RATINGS,
AND IS THE #1 PROGRAM FOR THE NIGHT ON ALL OF TV FOR
BLACK VIEWERS P2+, EXCLUDING SPORTS
BET NOW CLAIMS THE TOP FOUR CABLE AWARD SHOWS OF 2021 FOR BLACK VIEWERS (“BET AWARDS” (#1), “BET HIP HOP AWARDS” (#2),
“NAACP IMAGE AWARDS” (#3), aND “STELLAR AWARDS” (#4)
THE 2021 “BET HIP HOP AWARDS” DELIVERS THE BEST DIGITAL PERFORMANCE IN ITS FRANCHISE HiSTORY WITH
OVER 54 MILLION VIEWS, TRIPLE THE DIGITAL VIEWS FROM 2020 AND REIGNS AS THE #1 most social SPECIAL ON ALL OF TV ON TUESDAY, OCTOBER 5
“RAP CITY ‘21” DREW 289K TOTAL VIEWERS
New York, NY – October 7, 2021 – BET celebrated the impact of Hip Hop music and scored rating success with the premieres and encores of the 2021 “BET HIP HOP AWARDS” and “RAP CITY ’21” last Tuesday night. BET brought together the hottest names in Hip Hop music for an unforgettable night of dynamic performances and memorable cultural moments. On linear, the 2021 “BET HIP HOP AWARDS” garnered a .692 P18-49 rating, 806K viewers P2+, during premiere night (EDAC across BET, BET Her, MTV2 and VH1 on 10/5/21) up +18% year-over-year on ratings (up +11% in impressions).* On BET alone, the telecast scored a .456 P18-49 rating (527K total viewers P2+), up 6% year-over-year. BET now has the Top 4 Cable award shows of 2021 for Black viewers: “BET Awards” (#1), “BET Hip Hop Awards” (#2), “NAACP Image Awards” (#3), and “Stellar Awards” (#4).** The 2021 “BET HIP HOP AWARDS” was the #1 program for the night on all TV for Black viewers 18-49 excluding sports.**
The 2021 “BET HIP HOP AWARDS” reigns as the #1 most social TV special last night (10/5/21). The annual celebration is the best performing “BET HIP HOP AWARDS” ever, with over 54M views to date across BET Digital platforms. The 2021 “BET HIP HOP AWARDS” is up three times from last year’s coverage and up four times from its last in-person taping in 2019. The annual Hip Hop celebration outperformed in social interactions, the Daytime Emmy Awards by +61%. The 2021 “BET HIP HOP AWARDS” ranks in the Top Ten most social cable awards show year-to-date at 754K interactions.***
“RAP CITY ‘21” garnered 289K P2+ during premiere night (simulcast across BET and BET Her on 10/5/21). On BET alone, the “RAP CITY ‘21” scored a .241 P18-49 rating and 271K total viewers P2+. “Rap City ‘21” was the #2 most social special on all of TV on Tuesday, October 5 following the 2021 “BET HIP HOP AWARDS.”
About “RAP CITY ’21”
Hosted by Big Tigger, “Rap City ‘21” celebrates the culture and features exclusive interviews with Jermaine Dupri, Tobe Nwigwe, Fat Joe, Jeezy, DJ Drama, and more. The special revealed never before seen booth appearances, “Rap City” memories. The highly anticipated return of the iconic music show continues to pay homage to BET’s commitment to Hip Hop and celebrate the stars of the culture’s past, present and future. Making its debut in 1989, “Rap City” was the preeminent hip hop series dedicated to rap music videos, important cultural commentary, and interviews with the stars of the moment along with original freestyles from artists including Jay-Z, A Tribe Called Quest, LL Cool J, Kanye West, Eve, Ludacris, The Diplomats, Jadakiss, Trina, Common, Big Boi, Killer Mike, and many more!
About The 2021 “BET HIP HOP AWARDS”
This year the 2021 BET “HIP HOP AWARDS” brought the hottest names in Hip Hop back to Atlanta, GA, for the annual taping. Comedy supergroup 85 South (Karlous Miller, DC Young Fly, and Chico Bean) hosted this year’s awards from The Cobb Energy Centre, which premiered on Tuesday, October 5 on BET, BET Her, MTV2 and VH1. Watch an encore airing of the award show Tuesday, October 7 at 9 PM ET/PT on BET.
Cardi B and Megan Thee Stallion ruled the night by jointly snagging three wins each, including ‘Song of the Year,’ ‘Best Hip Hop Video’ and ‘Best Collaboration,’ for their smash hit “WAP.” Tyler, The Creator, took home two wins for ‘Hip Hop Album of the Year’ and ‘Best Live Performer’ in addition to his “Rock the Bells Cultural Influence Award” presented by LL Cool J. Jay Z scored double wins in the “Sweet 16: Best Featured Verse” and “Impact Track” for his Nipsey Hussle collaboration “What It Feels Like.” Newcomer Yung Bleu was crowned ‘Best New Hip Hop Artist’ while rap sensation Saweetie took home ‘Hustler of the Year.” Music icon Missy Elliott was voted ‘Video Director of the Year’ and ‘Lyricist of the Year’ went to J. Cole. UK rapper Little Simz took home the ‘Best International Flow’ award.
Young Thug, Gunna, Bia, Lil Jon, Baby Keem, Latto, Tobe Nwigwe, Fat, Nell, Isaiah Rashad, Doechii, and Kal Banx blazed the stage with electrifying performances. “I Am Hip Hop Award” recipient Nelly closed out the show with a performance of his greatest hits, including “Country Grammar,” “Hot In Herre,” “Air Force Ones,” “Dilemma,” “Grillz” with an appearance by Paul Wall and more.
The highly anticipated cyphers were hosted by DJ Hed and featured a bevy of emcees dropping hot sixteens including Grip, D Smoke, Smino, Tierra Whack, Rico Nasty, Sleepy Hallow, Erica Banks, Fivio Foreign, Toosii, Lakeyah, Kidd Kenn, and Symba. Presenters for the evening included a trio of Hip Hop powerhouses Trina, Remy Ma, and Rapsody.
Relive the 2021 “BET HIP HOP AWARDS” digital red carpet via the live stream powered by Bulldog DM, available now at https://twitter.com/i/broadcasts/1lDGLLvMqpbGm.
For more information about the “BET HIP HOP AWARDS,” the latest news and updates, visit bet.com/hiphopawards and follow the conversation @BETAwards.
Connie Orlando, EVP Specials, Music Programming & Music Strategy, oversees the annual show, with Jamal Noisette, VP Specials, Music Programming & Music Strategy, serving as Co-Executive Producer for BET. Jesse Collins, CEO of Jesse Collins Entertainment, serves as Executive Producer of the 2021 “BET HIP HOP AWARDS'' along with Jesse Collins Entertainment’s Jeannae Rouzan–Clay and Dionne Harmon.
“Rap City ‘21” is executive produced by Darian “Big Tigger” Morgan, Red Summer TV, and Sam Walker for BET.
*Nielsen (Live+SD) | EDAC rating calculated as cumulative sum of avg. imps across simulcast nets divided by BET coverage universe
**Nielsen (Live+SD) | Top cable awards ranked on Blk P18-49 imps on home network
***Source: YouTube Analytics, Instagram, Conviva, ListenFirst, Tubular, Adobe Analytics; 9/21/21 – 10/5/21, as of 9am; Talkwalker Social Content Ratings, Trends24; 10/5/21, *Excludes Sports programming. Please note the following: 1) platforms continue to report in and updated numbers will be reflected in future updates, 2) Facebook platforms (FB and IG) experienced an outage for 9 hours on 10/4/21 (11:45AM ET - 8:45PM ET).
BET, a subsidiary of ViacomCBS Inc. (NASDAQ: VIACA, VIAC), is the nation's leading provider of quality entertainment, music, news and public affairs television programming for the African American audience. The primary BET channel is in 125 million households and can be seen in the United States, Canada, the Caribbean, the United Kingdom, sub-Saharan Africa and France. BET is the dominant African-American consumer brand with a diverse group of business extensions including BET+, the preeminent streaming service for the Black audience; BET.com, a leading Internet destination for Black entertainment, music, culture, and news; BET Her, a 24-hour entertainment network targeting the African American woman; BET Music Networks - BET Jams, BET Soul and BET Gospel; BET Home Entertainment; BET Live, BET’s growing festival business; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which operates BET around the globe.
ABOUT JESSE COLLINS ENTERTAINMENT
Jesse Collins Entertainment (JCE) is a full-service television and film production company and has played an integral role in producing many of television’s most memorable moments in music entertainment. The Emmy® nominated company has a multi-year overall agreement with ViacomCBS Cable Networks. On the theatrical film side, the company also has a first look on JCE’s film development projects which could include ViacomCBS’ film entities such as Paramount Players. The award-winning and critically acclaimed television that JCE has produced includes miniseries—”The New Edition Story” and “The Bobby Brown Story;” scripted series—”American Soul” and “Real Husbands of Hollywood;” unscripted series – “Cardi Tries;” children’s series—”Bookmarks: Celebrating Black Voices;” award shows—”BET Awards,” “Black Girls Rock!,” “BET Honors,” “UNCF’s An Evening of Stars,” “BET Hip Hop Awards,” “ABFF Honors” and “Soul Train Awards;” specials—”John Lewis: Celebrating A Hero,” “Love & Happiness: An Obama Celebration,” “Change Together: From The March On Washington To Today,” “Stand Up for Heroes,” “Dear Mama,” “Amanda Seales: I Be Knowin’,” “Def Comedy Jam 25” and “Leslie Jones: Time Machine;” as well as competition/game shows—”Sunday Best,” “Hip Hop Squares,” “Nashville Squares” and “Rhythm & Flow.” Jesse Collins, founder and CEO of the company, is the executive producer of all programming. He is also a co-executive producer for the iconic Grammy Awards. Most recently, he was executive producer of The 2021 Pepsi Super Bowl Halftime Show and produced The 2021 Academy Awards. He will next executive produce the 2021 American Music Awards. Go to jessecollinsent.com for more information on the company.
ABOUT “BET HIP HOP AWARDS”
BET “Hip Hop Awards” is an annual celebration that pays homage to a culture that changed the world while highlighting the best in Hip Hop music. Year after year, BET delivers the best in Hip Hop for an unforgettable night of performances, cyphers and tributes honoring Hip Hop legends that have and continue to make Hip Hop culture a global force.
# # #
Follow us @BET_PR
BET MEDIA CONTACTS