Since last year’s rebranding of Radio One to Urban One, Liggins has continued to build the company into a multimedia conglomerate without ever losing sight of its core audience. He played a pivotal role in changing the date of the annual NAACP Image Awards—a TV One tentpole telecast—to coincide with Martin Luther King Jr. Day, to honor King’s memory and message. He was also involved in the academic excellence campaign created with the company’s One Solution division and The National Urban League.