After the recent announcement of The Source Streaming, chairman and owner-publisher of The Northstar Group, which publishes The Source Magazine, L. Londell McMillan, has announced the iconic Source Awards will return in 2022 ending a 17-year hiatus.
“Hip-hop needs its premiere awards show back,” McMillian said in an exclusive to Page Six. “After every awards show, our social media at The Source explodes … so back by popular demand.”
The Source Awards was the premier Hip-Hop Awards show in the 1990s and was home to iconic moments in rap history that are often talked about and shared on social media to this day.
The revitalization of The Source Awards is one of many initiatives of the Hip-Hop giant as stamps its prominence and importance into the current frame of Hip-Hop culture. The magazine was purchased by McMillan in 2008.
“It’s finally black-owned for the first time. He has quietly been bringing it back from financial disrepair and catapulting it into the digital age, tripling its reach and cleaning up its act,” a rep for the Source said.
Earlier this month, McMillan shared the announcement of The Source Streaming with Adweek, citing the new endeavor is built and operated under the mantra of “Our Stories, On Demand, For the Culture.” Archives of past Source Awards shows can be found on the “Originals Tab” of The Source Streaming (Beta) now.
“You can count on maybe one hand the number of Black-owned media moguls that have had a national media business,” McMillan said. “We’ve always felt left out, we always felt that we don’t have our stories told, we feel like we always have to bend to the distribution platforms of others, which compromises our integrity, or be told that we have to make content a certain type of way.”
Additional details for The Source Awards will be revealed in the future, you can learn more about The Source Streaming here. The Source Streaming is now available on Apple, Google, Roku, and Amazon platforms.
