Allen, founder, chairman and CEO of Allen Media Group, has been a significant voice within the push for larger promoting spending with Black-owned media like his personal. Earlier this yr, Allen’s HBCU GO sports streamer signed big-name advertisers together with Walmart, Procter & Gamble, AT&T and Verizon for its 2022-23 season.

Allen has additionally sued major companies including McDonald’s and Nielsen, for what he views as discriminatory practices, with the intention to power transparency round lackluster investments in variety. The McDonald’s case is set to go to trial in May.

The awards present, set for 8 p.m. ET on Nov. 26, will air on CBS in addition to by means of Paramount+’s linear streams of native CBS stations accessible by means of a premium subscription. Taped on the Beverly Hilton in Beverly Hills, California, “TheGrio Awards” might be hosted by actor Taye Diggs and “The Discuss” host Sheryl Underwood with musical performances by Yolanda Adams, Tyrese, Fantasia and Patti LaBelle. Honorees embrace Dave Chappelle, Jennifer Hudson, Queen Latifah and Tyler Perry.

“As a toddler, robust, constructive African American icons corresponding to Berry Gordy, Jr., Rosa Parks, Muhammad Ali and Martin Luther King, Jr. helped me see myself in a different way, and adjusted the trajectory of my life,” Allen stated in a press launch. “Celebrating and amplifying iconic people is one thing we are able to by no means do sufficient of, particularly for our kids.”