PUEBLO, Colo – The PBR (Professional Bull Riders) rider making a name for himself in the lead-off spot of his team’s bull riding games is also leading his fellow athletes in another way — starring in a music video for a breakout crossover country music sensation. 

Ezekiel Mitchell, who has conquered his last 6 consecutive bulls when leading off for the surging Austin Gamblers, is also the leading man in the music video for “For What It’s Worth,” the focus track on Breland’s new debut album, “Cross Country.”

The music video, being released today, was shot at Gambler Days in Austin, Texas in late August, where Mitchell went 3-for-3.

Breland, a genre-melder who defies easy description in combining country, hip hop, R&B and pop, has a knack for creating videos that go viral. “My Truck,” a favorite of Mitchell’s, has racked up an astounding 69 million views. 

“My cousin Ouncie’s daughter loved ‘Don’t Touch My Truck,’ and I’ve listened to that song a million times plus ten,” Mitchell said. 

To play the lovesick bull rider in “For What It’s Worth,” Zeke had to fake a relationship with a stranger he’d never met before in a song Breland says is about “holding yourself accountable for misgivings in a relationship. A lot of break up songs say, ‘I miss you’ but rarely say ‘I hope you’re happy now.’”

The vision for setting a scene of heartbreak in an adrenaline-soaked bull riding event came from the video’s director Alex Bittan. 

In doing some research, Breland recognized that the sport’s culture of courage could amplify the intention of his song. 

“These young men risk their lives for 8 seconds of glory and the entertainment and respect of the fans,” he said. “I can imagine that lifestyle, like any demanding career, might at times put stress on a relationship, so I wanted to tell a story that built off that idea.”

Breland grew up the son of ministers in South Jersey. He didn’t quite know what to expect in shooting a video at his first PBR event in Austin. From the get-go, he loved how the opening prayer set the night’s tone of reverence and gratitude. 

He says he was then thoroughly entertained and genuinely impressed with how confident and competitive each athlete is … and how big the bulls are. 

“It was absolutely nothing like any of the mechanical bulls that I’ve seen at bars; these were the real deal and nothing to play around with,” he said. 

The ascending musical artist with a highly-anticipated new record and the cowboy he cast for its anchor video — a sizzling hot bull rider who is fashioning the first out of Gamblers games into his own art form — are each blazing trails in their respective fields with style and flair.

“Breland is an African-American artist thriving in a genre not particularly dominated by African-Americans, and I’m trying to do the same,” Mitchell said. 

The Gamblers’ rider was shocked when Breland asked him to star in the video. Even after quickly mastering the role, he’s not sure the experience has whet his appetite for acting. 

More immediate matters are center stage: as the second half of the PBR Teams season begins tonight in Winston-Salem. With Mitchell once again in the gunner position, the No. 1 Gamblers look to widen the gap with seven other teams in the race towards the inaugural PBR Teams championship in early November. 

“Right now, it’s just really cool to be involved in this project with Breland,” Mitchell said. “I sincerely appreciate being part of it, and I hope it helps to continue to push PBR into the mainstream.”

Andrew Giangola is author of Love & Try: Stories of Gratitude and Grit from Professional Bull Riding, featuring Ezekiel Mitchell’s full story and available on PBR.COM with book proceeds helping support injured bull riders.