PBR’s new “Be Cowboy” anthem launches creatively with four different boot-stomping versions
Chevel Shepherd, Eddie Montgomery and Black Stone Cherry each recorded a version of "Be Cowboy" to become the new CBS opener for PBR shows.
By Andrew Giangola
As any fan knows, boot-stomping music is an essential part of the PBR experience.
The sport travels to the top arenas in the country and still brings its own sound – 385,000 watts of audio to ensure crisp highs and booming lows.
PBR also commissions its own music for the arenas as well as on the PBR on CBS television openings and in ads for the sport.
That innovative music strategy will now get a “Be Cowboy” twist, fourfold.
PBR, in association with Eddie Montgomery of Montgomery Gentry, Chevel Shepherd, the 16- year-old sensation who won NBC’s “The Voice,” and Kentucky rockers Black Stone Cherry, is today officially releasing its new anthem: “Be Cowboy,” written by Wynn Varble and David Frazier.
The new soundtrack to the sport’s inclusive campaign encourages everyone to “be badder, be braver and be bolder” in unleashing their inner cowboy.
There’s also a duet version performed by Chevel and Montgomery.
Fans will see the new CBS opener when World Finals begins in Las Vegas on Nov. 6.
The sport refreshes its TV openings and theme song every few years. In addition to Aerosmith’s frontman, past artists have also included Shinedown, Gary Allan, and Dustin Lynch, all of them keen to be involved with a sport they deeply appreciate.
“I grew up watching PBR, and have always loved the sport,” said Eddie Montgomery. “Through the years, me and the band have played many PBR events. To actually be part of introducing a new theme song is badass, and I’m appreciative of the opportunity.”
“I think the ‘Be Cowboy’ song is a perfect example of what it is to be a part of that (cowboy) lifestyle,” said Chris Robertson, vocalist and guitarist for Black Stone Cherry. “We had an absolute blast composing our version and recording and performing it. If the fans want it, I’m sure it will be part of our upcoming shows.”
Chevel Shepherd, who did double duty in singing a solo version as well as a duet with Montgomery, has attended several PBR events and fancies herself a Chase Outlaw fan.
“I like people who are tough and inspiring, and Chase is all of that when you consider what he’s overcome after that bad accident,” Shepherd said.
That kind of affection for PBR athletes is music to PBR CEO Sean Gleason’s ears.
“We are thrilled to have true fans who happen to be huge stars on the current music scene supporting our new campaign,” Gleason said. “PBR has been called a rock show where incredible bull riding breaks out, and we take great pride in the music so integral to our events.”
With “Hold On (Won’t Let Go)” and the new “Be Cowboy” song, the songwriting starts with being authentic to riders, bulls and the PBR brand, according to Gleason.
“When PBR uses our marketing power to create familiarity and reinforce the music in digital, social, on television, at events and in other channels, we actually have more national reach than radio,” he said. “We also have a lot longer window to keep that music current and relevant – and ultimately to monetize it.”
Indeed, PBR’s efforts to showcase Tyler’s song to millions of passionate fans around the release of Tyler’s solo release, We’re All Somebody from Somewhere, helped the record debut at #1 on country chart.
Previously, the sport embraced Gary Allan over a three-year period, helping Set You Free debut at #1 on the Billboard 200, not just the country chart.
While country is in PBR’s wheelhouse, other music genres have equal appeal.
The sport’s fan base skews about 40 percent toward country music, and 40 percent towards rock and classic rock, Gleason said.
“We believe there’s significant opportunity to write additional music around our sport and the athletes,” Gleason said. “Just go into the locker room or listen to the walk on songs chosen by the riders, and you’ll hear a lot of diversity in music taste. It gives us a broad canvas to push the boundaries on music direction and genres.”
For now, fans will have four great versions of PBR’s new anthem, and you can bet they’ll be proudly singing, “Be Badder! Be Braver! Be Bolder! Be Cowboy!”
