Sweeping through the 2024 CMT Music Awards, presented from the heart of Texas, Jelly Roll was unsurpassed, reigning victorious across three categories. The annual spectacle draws together the crème de la crème of country music, celebrating the craft of music videos that tell visceral, quintessentially Southern narratives.
Seattle-born rapper Jelly Roll, who’s transitioned fluidly from metropolitan hip-hop to the raw intricacies of country music, initiated his award-winning streak with the CMT Performance of the Year award. The award was given for his gospel-inspired performance of “Need a Favor,” his breathtaking debut performing at an awards show, at the previous CMT Music Awards.
Honoring his success, Jelly Roll, glittering with tattoos that tell chapters of his life, addressed his audience from Austin, Texas’ esteemed Moody Center. His poignant acceptance speech was marked by a heartfelt recognition of the transformative year he had experienced. The ceremony was broadcast across the nation on CBS and the streaming service, Paramount+.
Jelly Roll’s creatively conjured music video for “Need a Favor” mounted a double success, securing him the Male Video of the Year award and the evening’s most prestigious accolade, the Video of the Year. Adorned with both titles, Jelly Roll paused to reflect on his rise, describing the evening as one of the leading moments of his life.
The country rap artist dedicated his acceptance speech to the notion of redemption and reinvention, articulating his journey of battling trials and metamorphosing into an illustrious musical entity.
As revelatory as it was historic, Jelly Roll’s night gloriously echoed his triumph at the 2023 CMT Music Awards, where he clinched three victories, captivating audiences with his indomitable spirit, magnetic personality, and music celebrated for its unconventionality.
Driving the evening forward was Kelsea Ballerini, a familiar face who returned to the helm for the fourth time consecutively. The night was filled with laughter, applause, and memorable performances from country music’s finest, including breakout talents and established powerhouses.
Newcomer Ashley Cooke scooped up the Breakthrough Female Video of the Year for “Your Place,” an achievement marking her first win, while Warren Zeiders walked away with the equivalent award for males with his tune, “Pretty Little Poison.”
The evening reached an emotional crescendo in an all-star tribute dedicated to the late paragon of modern country music, Toby Keith. Artists like Brooks & Dunn, Sammy Hagar, and Lainey Wilson performed Keith’s most cherished hits while sharing the stage with his original band. The tribute culminated in a heartfelt raise of red solo cups, paying homage to Keith’s 2011 chart-topping hit, “Red Solo Cup.”
In a moving sequence, Keith’s longtime friend, baseball superstar Roger Clemens, played tribute to Keith’s wife and children, thanking them for sharing their beloved with the world.
As the curtains lowered on the star-studded event, it was clear the night was a crescendo of remarkable performances, memorable tributes, and a testament to the undying spirit of country music.
