Known for its Jazz music across Europe, parts of Africa and the Middle East, BET (Black Entertainment Television) International was one of the few destinations for loyal Jazz connoisseurs. The channel diversified its music mix with highlight programs catering to gospel, urban and international music fans. Based in the UK, BET International was a committed sponsor of the popular London Jazz Festival and the annual North Sea Jazz Festival in The Hague, Holland.
As Marketing and Public Relations manager Mya Padmore redefined the channel and its programming into four genres: jazz, world music, gospel and urban music branded under the name BET America. Promotional campaigns were created in partnership with venues, as well as cable and satellite operators were created across Europe to promote the channel in local music scenes. Weekly parties were hosted by the channel at the OPUS Jazz Club in Paris often featuring live performances and themed events.