Hollywood Unlocked’s Jason Lee Talks Namesake Show’s Move to BET & Upcoming Impact Awards: ‘Culture Is Not a Monolith’

When Hollywood Unlocked presents its sixth annual Impact Awards on Friday (June 5), a new honor will be introduced. Grammy-winning “Godmother of Soul” Patti LaBelle will accept the media company’s inaugural Patti LaBelle Legacy Award. The Tiffany Haddish-hosted ceremony will take place at The Beverly Hilton in Los Angeles and stream live (7 p.m. PT) via the Zeus Network.

Proceeds from the Impact Awards will benefit the Hollywood Cares Foundation. Established by Hollywood Unlocked CEO Jason Lee, the nonprofit organization supports “underserved youth in Black and Brown communities.” Lee tells Billboard that the foundation received a $13 million grant from California’s Gov. Gavin Newsome this year to build a youth center that will provide services such as after-school programs and support for young people in crisis.

Lee describes the Impact Awards as a “spirit-filled room” embracing achievement, cultural impact and empowerment. The evening’s additional honorees include Tyler Perry (Innovator Award), Kehlani (Fearlessness Award), Kirk Franklin (Inspiration Award), RZA (Culture Award) and Bozoma Saint John (Pioneer Award).

Multiple Grammy winner Kenneth “Babyface” Edmonds will serve as musical director for a performance lineup featuring Chlöe, Donald Lawrence, Jekalyn Carr, Joyner Lucas, Kierra Sheard and Sheléa. Capping the celebration: a tribute to gospel legend Richard Smallwood. Prior Impact Award honorees include Cardi B, Don Lemon, Whoopi Goldberg and Floyd Mayweather.

In the walk-up to the awards ceremony, Lee has also been busy moving Hollywood Unlocked’s popular The Jason Lee Show to a new home. The CEO’s namesake show is now the flagship series for BET Creator Studio, described by the cable network as a digital-first “dedicated space where culture-forward creators come to amplify their content.”

In the two months since its April 8 premiere, the series — now in season four — has welcomed guests ranging from Wu-Tang Clan’s RZA to actress Jenifer Lewis. Lee recently went toe-to-toe with entrepreneur and Roc-A-Fella Records cofounder Damon “Dame” Dash during a rollicking sit-down. New episodes arrive every Wednesday via BET.com and BET’s YouTube channel.

High on Lee’s guest wish list are Barack and Michelle Obama, Rihanna and Queen Latifah. “In the past, we’ve had Jemele Hill, Terrell Owens and Robert F. Kennedy Jr. — a real broad spectrum,” Lee tells Billboard. “Culture is not a monolith. I think oftentimes we become enslaved to brand culture or to corporate culture where we have to act in a certain way. Sometimes my message may come out messy because I need to make sure the whole world hears it. But at the the end of the day, we try to cover it all and provide space to people that we’re just uniquely interested in.”

During its evolution, The Jason Lee Show has been affiliated with iHeartMedia and Premiere Networks, Fox Soul, Revolt TV and the Zeus Network. The decision to join BET, says Lee, was easy. “This licensing deal is consistent with every deal I’ve had because self-ownership is important to me,” he explains. “To be able to create this collaborative relationship where we could bring the spice and virality of our show to such a legacy cultural brand and retain ownership is amazing.”

Lee, who also serves as the vice mayor of Stockton, Calif., is well aware of the current climate in which DEI and journalistic freedom are under attack, and that BET is no longer Black-owned, first sold to Viacom in 2001 and now owned by Paramount Skydance as of this year. However, Lee is “hopeful that the Paramounts of the world, and all of those that do have the resources and capability, understand that the obligation of giving people what they want isn’t to decide what they want — it’s to invest in what’s already proven. And BET has been a proven brand for decades.”