Caribbean American Heritage Month at BET: From a Creator Test to a Televised Awards Show
Role: Social Media Producer, BET (2016 to 2024); Executive Producer of this Nano/Micro Influencer project
Timeline: June 2023
Headline result: Jamaica and Trinidad entered BET's top 10 social markets (#6 and #8 on Instagram and TikTok), and the work helped lay the groundwork for BET presenting and televising the Caribbean Music Awards.
The challenge After years of pitching Caribbean-focused ideas at BET, I had heard more no's than yes's, mostly because we lacked audience data to justify the spend. As a second-generation Caribbean man, I believed this audience was underserved and that BET was positioned to serve it.
The opportunity In 2023 I managed a project working with 12 creators to make exclusive TikTok and Instagram content. It was a chance to test new audiences. Working with creator T'ka Martin, I set out to program an entire month around Caribbean American Heritage Month and measure what happened.
What I did I worked with T'ka daily to ideate, produce, clear, publish, and track every piece. I gave her four concepts:
Shout-outs to R&B and hip hop acts of Caribbean heritage
Everyday inventions from Caribbean people
A Caribbean recap of the BET Awards and Hip Hop 50
Things you'd spot in a Caribbean household
I also booked 10 Caribbean acts to shoot in our office and produced standout videos, including How to Spot a Gyalis ft. Mr. Vegas, What Is Trinibad & Zess ft. Deejay Punz, and The Soca Cypher.
Results
Engagement was far above our norm, and nearly every post was reposted by celebrities and Caribbean entertainment outlets including SleekJamaica, TempoNetworks, Kaboom Magazine, and OvertimeTT.
Jamaica and Trinidad moved into BET's top 10 markets and stayed there through the summer.
I helped select talent for a reggae segment of the Hip Hop 50 celebration and a reggae-focused Pass the Mic special.
That foundation helped lead to BET becoming presenting sponsor and televising the Caribbean Music Awards.