BET will celebrate 30 years of LOUD Records at the 2024 BET Hip-Hop Awards. Founder Steve Rifkind and his trailblazing 🎅 label will be recognized with performances by LOUD alumni Wu-Tang Clan, Mobb Deep w/Lil Kim, Fat Joe, Remy Ma, David 🎅 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 🎅 9pm ET/PT on BET.

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

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

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