Usher, Boys & Girls Clubs, and BET Launch Workforce Development Initiative at 2026 BET Awards
Usher’s New Look Entertainment, the Boys & Girls Clubs of Greater Detroit, and BET’s BET Next Gen program announced a new partnership during the 2026 BET Awards, targeting young adults in Detroit and Atlanta with hands‑on experience and mentorship in media, music, and entertainment.
The trio described the initiative as a pipeline that connects aspiring professionals with executives and real‑world production work. “This partnership provides young professionals with access to programs like BET Next Gen and gives the next generation the chance to learn from industry leaders,” Usher said. BET President Louis Carr added that the company’s role extends beyond content creation, emphasizing its responsibility to “help develop the people who will tell the next generation of stories.”
The pilot kicked off during the BET Awards week when four interns from Usher’s New Look Entertainment Industry Club: Live Touring Edition joined the BET Next Gen cohort. Two of those interns are currently working on The R&B Tour featuring Usher and Chris Brown. Over the week, participants rotated through communications, public relations, marketing, social media, production, digital operations, and brand creative departments, observing the planning of a major live event and contributing alongside seasoned professionals.
Buoyed by the pilot’s success, the partners plan to expand the initiative into a year‑long workforce development program based at Spark Lab Studios in Atlanta and Detroit. Participants will receive industry certifications, complete hands‑on creative projects, and work directly with entertainment professionals through ongoing mentorship.
The collaboration builds on the Entertainment Industry Club: Live Touring Edition, a program created by Usher’s New Look and the Boys & Girls Clubs of Greater Detroit that places participants in active production, wardrobe, multimedia, and operations roles on a national concert tour. Shawn H. Wilson, president and CEO of the Boys & Girls Clubs of Greater Detroit and co‑founder of Usher’s New Look, said the partnership demonstrates the importance of intentionality and the right partners in creating a talent pipeline. The expanded program will continue to knock down barriers for the next generation of industry leaders.
The initiative remains in its pilot phase at the 2026 BET Awards and is slated to become a permanent program at Spark Lab Studios. Participants and partners are preparing to roll out the year‑long curriculum and certification tracks in the coming months.
