The Jackson Family is reportedly “horrified” that patriarch Joe Jackson used the death of his late son, singer Michael Jackson, to plug his new record label.

The late singer’s siblings — including Michael’s sister Janet Jackson, who paid tribute to the pop icon at the ceremony — were astonished when the tough talking Joe used Sunday’s BET Awards to promote his new Ranch Records label rather than celebrate Michael’s life.

Joe made the controversial plug during an odd red carpert interview with CNN’s Dom Lemon.

When Dom asked how Michael’s mother Katherine and siblings were coping, Joe said: “They are all doing fine. But I wanted to make this statement. This is a real good statement here!

“Marshall and me own a record label called Ranch Records…”

His business partner, Marshall Thompson added: “It’s driven by Blu-ray technology, and that’s his next step.”

The interview ended moments later, after Dom attempted to direct questions back to the King of Pop, who passed away of a suspected heart attack last Thursday, June 25.

“Sources backstage Sunday night at the BET Awards tell me even Janet Jackson – and other Jackson family members – were ‘really horrified’ when they learned Michael Jackson’s father, Joe Jackson, started plugging his new Ranch Records label as he walked the red carpet at the show, which was totally reworked to honour Michael’s memory and legacy,” The Chicago Sun-Times reported Tuesday.

A Jackson source tells the publication that fans should not be “surprised” by Joe’s remarks.

“You know, it probably shouldn’t come as a big surprise. Well, that’s just Joe. He cares about Michael for what he can do for him, dead or alive.”