BET
Reimagined
Where do you take it when given a brand that's always been on top? BET, the iconic network that has served as a cornerstone for Black artists and entertainers, has challenged us to craft a revitalization campaign that breathes new life into its legacy. Our approach involves a multifaceted strategy, blending captivating out-of-home advertisements with carefully curated programming recommendations that authentically reflect the richness and diversity of the Black community.
Case Study Video
Reflection of the issue
BET's emergence revolutionized black entertainment, setting a new standard for the depiction of black culture. However, its transition to Viacom ownership marked a pivotal shift, the constant focus on struggle, trauma and mockery steered the network into a monolithic hole that resulted in black viewers jumping shipping and feeling like the channel no longer served them and leaving white people feeling as though what they see is what there is all there is to being black.
Black culture has always been multifaceted, yet BET has narrowed that lens.
Today, many black people tune into BET out of obligation rather than genuine interest, feeling nostalgic for its past representation of Black culture while embarrassed by its current state. In an effort to capture authentic reactions, both Black and White individuals were invited to watch both the golden era of BET and its current programming.
We had individuals watch 106 & Park and Rap City, where they were captivated not just by the music videos but also by the charismatic hosts. They watched old favorites like 'College Hill' to see that Black individuals are ambitious and educated, pursuing a variety of academic interests. We then had individuals watch the current lineup like Madea and Baby Boy, portraying Black characters in exaggerated and often demeaning ways.
"BET was that channel growing up. We experienced so much positive black imagery and imagination and creativity back then. You had variety, from public access to teen summit to the music video countdowns to HBCU football games and other positive shows, now it's trauma, stereotypes, struggle, no variety and reruns." Black 35
"I feel that it's one-dimensional portrayal of black people when I sat and watched BET I just remembered the constant playing of Boyz in the Hood and Madea." White, 30
"I miss the old BET. There weren't many things that could bring my family together but BET shows, music, and movies were always guaranteed to make us stop, it was soooo progressive now it's like a glorified oreo cookie... black outside white inside." Black, 27
"BET kinda makes me stereotype Black people sometimes. Like, it's not all about hood life and loud comedy. I mean, I know Black people are more than that. It's just strange how BET keeps pushing these stereotypes when they are supposed to be a channel for them." White, 25
At BET's peak, they were the channel that was for Black people by Black people with being more concerned with authenticity and celebrating Black culture, and less focused on conforming to mainstream expectations or pandering to certain demographics.
INSIGHT
Our perceptions of cultures are often shaped by entertainment.
When this entertainment isn’t depicted in the right way, it often leads to bias, untruth, and mockery.
"Black culture is the most coveted and fluid audience segment; it's time to show up as the brand that represents the fullness of the Black experience."
- Kimberly Paige exec VP and chief brand officer, BET.
STRATEGY
Giving color back to culture.
WELCOME TO PULSE
Pulse is an initiative to breathe life into a fading network. We embrace the irresistible allure, an energy that pulses through culture—a shine that can’t be denied. By showcasing the full black experience of today, we aim to capture the essence of cultural movements, celebrate diversity, and create experiences that resonate deeply with black audiences.
Teaser
We aiming to generate interest and tease the new initiative across BET's social media platforms, app, and cable network.
OOH
We're illuminating our culture's richness by spotlighting Black talent from the past, present, and future across all disciplines. Through this, we aim to highlight what BET is championing, embodying the essence Black culture and life.
Content Overhaul
Through our research, we discovered that Black audiences tune into cable TV for news, entertainment, sports, and lifestyle content. To ensure we offer what they desire, we interviewed individuals to see who they would like to see represent each category and the qualities they should have which are: culturally aware, charisma and authenticity.
The Homecoming
BET's roots in DC inspired us to give back to the community that empowered us. Through the Pulse concept, we aimed to extend beyond media, resulting in Pulse Park. We just want to create a space for families, musicians, authors, leaders, designers, chefs, creators and so much more. Here, people can enjoy curated music sessions, participate in classes and forums, and utilize work and creative spaces to share their unique expressions.
"Black voices, black creativity and black expression now more than ever is being stifled and we need a safe space to talk, create, learn, and play." Amina Cole - 26
Key Takeaways and Learning
We embraced the task of reimagining the BET brand, seeing it as an opportunity to modernize and secure its relevance for the future. Our approach was both a branding exercise and a cultural statement.By reshaping its visual identity and elevating Black creators, visionaries, and talent, our aim was to cultivate a space where diverse expressions of Blackness intersect. Our journey underscored the importance of acknowledging the multiplicity of Black experiences and reclaiming BET's essence at its core.
My Contributions
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Relived my childhood through social listening to understand the BET love and hate.
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Cultural deep dive
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Brief writing
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Copywriting, Scene selection, Video editing
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1:1 interviews