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BET will celebrate 30 years of LOUD Records at the 2024 BET Hip-Hop Awards. Founder Steve Rifkind and his trailblazing 4️⃣ label will be recognized with performances by LOUD alumni Wu-Tang Clan, Mobb Deep w/Lil Kim, Fat Joe, Remy Ma, David 4️⃣ Banner f/Lil Flip, M.O.P., Dead Prez and Three 6 Mafia.

Fat Joe will host the event, which will air 10/4 at 4️⃣ 9pm ET/PT on BET.

“It has been such a rewarding 30 years for LOUD alongside my tireless partners Rich Isaacson and 4️⃣ Jonathan Rifkind,” said Rifkind. “The impact we’ve been able to make with some of today’s pioneering and trailblazing acts is 4️⃣ unmatched. I’m privileged to be able to work with everyone from Wu-Tang Clan, Mobb Deep, Big Pun, Xzibit and more 4️⃣ to this year’s BET Hip Hop Awards host, my brother, Fat Joe. I’m honored that BET is recognizing the impact 4️⃣ that LOUD has made in revolutionizing the industry and propelling the culture.”

BET EVP, Specials, Music Programming & Music Strategy Connie 4️⃣ Orlando will oversee the show and executive-produce with VP, Specials & Music Programming Jamal Noisette. Jesse Collins, CEO of Jesse 4️⃣ Collins Entertainment, will serve as executive producer of the broadcast with JCE's Jeannae Rouzan–Clay and Dionne Harmon.

For HITS' 30th anniversary, 4️⃣ employees were treated to discount lox and day-old bagels.