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Pur­ple rain, pur­ple rain. Music leg­end, movie star and fash­ion icon Prince will be hon­ored with the Life­time Achieve­ment Award at the BET Awards ’10 for his out­stand­ing influ­ence in music for over the past 30 years. Prince’s unique, indi­vid­ual and stun­ningly orig­i­nal musi­cal style tran­scends to all gen­er­a­tions. To name a few high­lights in his musi­cal career, Prince has pro­duced ten plat­inum albums and thirty Top 40 singles.

We are hum­bled that Prince will be our life­time achieve­ment award recip­i­ent,” said Stephen G. Hill, Pres­i­dent of Pro­gram­ming, Music and Spe­cials.  “Genre smasher, vir­tu­oso musi­cian, one of the most emo­tional singers of all time; words are too weak to describe just what he means to our cul­ture. We have a dif­fer­ent kind of trib­ute planned for him as his unique style deserves a unique honor. Prince is dynamic. Prince is genius. Prince is music.”

Whit­ney Hous­ton (2001), Earth Wind & Fire (2002), James Brown (2003), Isley Broth­ers (2004), Gladys Knight (2005), Chaka Khan (2006), Diana Ross (2007), Al Green (2008), The O’Jays (2009) are pre­vi­ous recip­i­ents of the Life­time Achieve­ment Award.

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