Veteran Ad Exec Louis Carr Steps Into New Era as President of BET

BET is entering a new chapter, and it is one rooted in legacy, leadership, and the continuation of Black cultural power. Paramount has officially appointed Louis Carr as President of BET, a milestone move that expands his nearly 40 years of influence at the world’s largest media company dedicated to serving, celebrating, and elevating Black audiences. Carr steps into the role following the departure of Scott Mills, who led the company for 23 years, Black PR Wire reports.

For those who grew up with BET as both a cultural compass and a soundtrack to some of our most defining moments, Carr’s appointment feels like the natural next step for a brand that continues to evolve while staying grounded in community. His nearly 40-year tenure is the epitome of consistency, dedication, and vision. Carr has been one of the most pivotal forces behind BET’s rise as President of Media Sales for the cultural giant, shaping not just the network but the broader advertising and media landscape.

“Louis’ leadership has been integral to BET’s success for nearly four decades,” said George Cheeks, Chair of TV Media at Paramount. “His vision for the future will drive innovation, deepen BET’s cultural impact, and position the brand for continued growth.”

Carr’s résumé reads like a blueprint for impact. He has generated billions in advertising revenue, forged historic partnerships with powerhouse brands like Procter & Gamble, Walmart, Unilever, McDonald’s, Meta, and Toyota, and pushed those companies to make real, long-term investments in Black and Brown communities. His expertise spans linear TV, digital media, and social ecosystems, and he helped shape BET’s unmatched data insights on Black consumers, the largest repository of its kind in the industry.

But beyond the metrics, Carr’s influence is deeply personal. He has helped craft content that resonates, campaigns that shift the conversation, and opportunities that create space for Black stories to thrive unapologetically. His heart has always been in the culture first.

“BET and its commitment to Black and Brown communities has been my life’s work. It’s a privilege to lead the brand to the next level of excellence and impact,” said Carr.

As President, Carr is set to steer BET into its next era by strengthening its connection to the community while leveraging the full power of the Paramount ecosystem. With a portfolio that spans BET, BET+, BET Gospel, BET HER, BET International, BET Jams, BET Soul, BET Studios, VH1, and more, he will be leading a thriving media universe committed to telling our stories across cable, streaming, digital, studios, live events, and global platforms.

For a generation that continues to demand representation, ownership, and authenticity, Carr’s leadership signals a future where BET stays both rooted and ready. This is a moment for the culture, and the next chapter looks brighter than ever.

Cover photo: Veteran Ad Exec Louis Carr Steps Into New Era as President of BET/Photo credit: Paramount