The Business of BET: How President Louis Carr Is Leading A New Chapter In Media Culture

Louis Carr, the new president of BET Network, recently joined Jabari Young on Forbes' "Enterprise Zone" at the Nasdaq Market Site to discuss his new role and vision for the network. Carr, who has been with BET for over 30 years, took over the presidency in December 2025. He began by recommending Apple as a solid investment, outside of the media business, and shared that his personal soundtrack in his first 90 days at BET has been uplifting gospel music and classic R&B. Carr emphasized that his role at BET is to educate people about Black culture, lifestyle, and its broad influence, particularly in combating misinformation. He highlighted BET's core lanes as community, culture, and connection, stressing that brands serving Black consumers must be engaged and respectful. Carr attributed his longevity at BET to reinvention and adaptability, noting that the continuous evolution of the Black community and its consumers has kept him motivated. He reflected on BET's history, from its founding by Bob and Sheila Johnson in 1979 to its current ownership under Paramount Skydance. Addressing the current media landscape, Carr acknowledged that BET, like other media brands, is navigating a new paradigm to ensure efficiency and profitability. His immediate goals include increasing content production across various genres like sports and comedy, and re-evaluating cost structures. A new slogan, "BET is something you can believe in," has been launched, emphasizing the network's role in inspiring and motivating the Black community, especially in light of recent societal losses. Carr noted that while BET's household reach has decreased from its peak, it still reaches a significant audience. Under his leadership, BET plans to experiment with new programming formats, including micro-series and micro-dramas, and aims to bring back original comedy series and stand-up specials. Carr also confirmed that one of the BET's iconic award shows, either the Soul Train Awards or Hip Hop Awards, will return in 2026, hinting that it will likely be the Soul Train Awards. He discussed the unsuccessful attempt to merge the legacy brand "106 & Park" with sports programming, acknowledging that it didn't yield the expected return on investment. Being BET president, Carr described as both exciting and challenging, requiring leadership with both head and heart due to the high expectations of the Black community. He announced a new social impact program focused on mental health, aiming to connect consumers with relevant agencies and institutions, emphasizing support rather than direct service provision. Financial literacy is also a key area of focus, with plans for strategic partnerships with subject matter experts. Carr stated that he took the job not for himself, but for the Black community, driven by a desire to emulate the support he received throughout his career and to be helpful to the community and the brand. He revealed that being asked to lead BET was a surprising positive, as he had envisioned a different path for himself after a successful career. He denied any significant negative surprises in his first 90 days, attributing this to the early stage of his tenure. Reflecting on his childhood in Chicago, Carr described growing up in a supportive, albeit poor, community where he didn't realize his financial circumstances until college. He learned hard work and perseverance from his mother and father, respectively. He also shared a humorous anecdote about his daughter's inability to appreciate classic cartoons like "The Flintstones." Carr's early vision for a 3:19:5 relay time in high school instilled in him the importance of thinking big, a mindset he now applies to his leadership at BET. His journey to Drake University was influenced by a scholarship offer after an injury, highlighting the importance of seizing opportunities. He also mentioned his time as a Nike brand ambassador and his degree in broadcast journalism. Looking back at his extensive career, including his roles at Johnson Publishing and Black Enterprise magazine, and his 21-year tenure as president of media sales at BET where he generated over $10 billion in advertising sales, Carr described his career in one word: "God." He felt divinely guided through challenges and unexpected career turns, particularly his transition into sales, which was not his initial ambition. He credited John Johnson and Robert Johnson as "waymakers" in his career and cited Earl Graves as instilling discipline. Working with Robert Johnson, Carr learned to think creatively and outside the box, a lesson he still values. He remains in contact with Johnson, who continues to be active in business. Carr has sold his real estate venture company, Twin Ventures, but still owns a home and invests in commercial real estate with others. He is fully invested in BET and a brand he founded called "WayMaker," a conference focused on inspiring Black men in business, sports, and health. He envisions his business empire as "inspirational." If given $10,000, Carr would invest it in Paramount Skydance or Apple. He identifies his superpower as the ability to motivate and inspire others to be their best. For future executives, he looks for individuals who believe in limitless possibilities and are willing to put in the work. Regarding the media business in 2026, Carr emphasizes distribution, believing BET needs to be more accessible across more platforms. He named "Dig Your Well Before You Get Thirsty" by Harvey Mackay, John Malone's "Unwired," and "Jesus CEO" as inspiring books outside of his own writings. Finally, he differentiated good content from great content by stating that great performers, like those who achieve greatness in sports, simply do "the work" that those who are merely good do not.