FORT WORTH, Texas – Whether it’s a trophy from a classic car show, your brother’s old wrestling hoodie, mom’s ancient saxophone or any other family-based treasures which we hold high in our hearts, most of us can identify a totem of such nature.
Hell, some of us continue to wear those necklaces, travel with that picture frame or do all that we can to honor the friends, family and moments which have impacted our lives to a great extent.
For PBR entertainer Brinson James, that item is his father’s World Finals buckle from the 1994 season. And with James making his official World Finals debut Thursday night during the tour’s Eliminations rounds, the duo became the first father-son combo to have performed on PBR’s grandest stage.
“My dad was here as the entertainer just before Flint (Rasmussen) was, so my whole life I grew up looking at his PBR World Finals buckle. So, that’s been my dream ever since I was 10 or 11 years old,” James said.
“We realized the best part of entertaining and being at home is the PBR, so that’s what my father burned into my brain. ‘If you want to do this job and also have a great home life and family and everything, it’s PBR. So, my whole life, that’s all I’ve been looking forward to, possibly getting this gig.”
With the 2024 season marking his rookie campaign entertaining on the premier series tour, he’ll be earning his own buckle this week at just 30 years of age.
But just because he’s been blessed by being born into a family of fun-provoking folks, does not mean he hasn’t earned it.
The process of embracing the role isn’t something that happens overnight, either.
James has been preparing for this opportunity for nearly two decades.
Trekking around the country with his mother and father since he was born, he practically lived on the road, travelling to rodeos, PBRs and all kinds of bull ridings. Getting some early reps in as early as his second birthday, some would say he was born for this role.
Officially stepping onto the dirt at just 12 years of age, beside his father, he began to understand what it meant to be the “Man in the Arena.”
Stumbling into an opportunity to be the main man north of the border just five years later, (quite literally after his father got banged up, himself) destiny took things from there.
“My very first PBR event would’ve been when I was 17. PBR Canada hired my dad and I to come and do all of their events in 2012,” James detailed.
“Richard Jones, our music director, was actually in charge of all of that at that time. He had seen my dad work a thousand times and wanted to use us as a team up there but my dad had a broken leg and couldn’t make it. So, my dad told Richard he thought I was ready.”
And as it turns out, he very much was!
Commanding the attention of a crowd at any age seems frightening to me, a guy who writes words much better than he speaks them. But for James, he’s always had a knack for conversing, engaging and outright entertaining. Be it with a group of friends or amidst a crowd of thousands.
And while his talent and energy have been there the whole time, the PBR team encouraged him to touch up a few things. Beginning with his nickname.
“I was Booger Head the Rodeo Clown at the time. So we came up and Richard and the whole PBR crew really helped me create the character of who I am now,” he shared.
“There’s a difference between a rodeo clown and a PBR entertainer, so it took a little bit.”
Not that the fans ever had a problem with the name. And during his early teenage years, it was just a fun, reflective bit. But if he was to make his way to the Madison Square Gardens of the world, maybe it was worth revisiting.
“In school, I got in trouble as a kid, obviously a bit of a class clown, but now I really feel like I can touch a crowd and help them become more energetic,” he shared.
“A bull rider told me ‘Man, when you get that crowd screaming, I feel like I can really ride’ and so I took that to heart. I’m here to get on the good side of the crowd and then get them to scream as loud as they can for this guy and hopefully he goes for 95 points. That’s my goal: I’m a cheerleader to get this crowd going.”
Of course, it takes time to fine-tune some of the aspects of entertaining.
10 years as the guy in PBR Canada will certainly provide some opportunity. But it was the stateside tour which he’s continued to revere as his endgame goal.
Making his original UTB debut in St. Louis, Missouri, filling in for Rasmussen during the 2022 season, he got a taste of what a performance atop the big stage felt like.
Appearing the following summer during three different PBR Teams events in 2023, he Facetimed his father during the 2023 PBR Teams Championship inside T-Mobile Arena to complete the full-circle moment. For so many years, it was James who watched on as his father put on the show.
But this time around, it was pops who did the observing.
“It was very, very cool. Totally different experience. I love the whole Teams concept because my style is just a little bit different than Flint’s,” he said.
“We have a way of being a little bit higher energy and it really fit the Teams, so I was really glad I was able to make a few appearances there.”
Thirty and flirty and thriving when the fall season came around, James has now entertained crowds at 18 of the 23 regular season UTB events in 2024, with fellow talent Matt Merritt filling in the holes as he continues to contribute north of the border.
Reaching back into his bag of tricks Sunday afternoon inside Cowtown Coliseum, he was wise to spread the love, this time video-calling his mom for a special Mother’s Day roping treat!
“Growing up in the rodeo atmosphere, I’ve seen the best do it my whole life. I grew up with a rope in my hand, being able to rope things as a kid, and I needed an act. I needed something to do,” he said.
“As an only child, I had a dog to train and a trick rope to play with, so that’s what I’ve got. My two acts when I travelled the country going to rodeos and bull ridings were trick roping and my trick dog. He’s been travelling with me since he was a puppy and he is absolutely incredible. I took him out of retirement, he retired last year, but I took him out of retirement because I wouldn’t be here without him.”
Making your debut on the World Finals stage is an honor in itself. But to do it alongside a longtime friend and partner? Even better.
Putting on quite the show with Re-Ride the Wonder Dog, he tapped his 14-year-old canine in putting on a frisbee-flicking, barrel-climbing show!
Naturally, his father has played an instrumental role in helping the youngster make it to the big leagues.
But any time the “GOAT” Flint Rasmussen is willing to help dot the Is and cross the Ts, you’d be wise to accept some advice.
“I had never met him. I met him once when I was 18. Of course he’s an idol to everybody and he called me one day and said ‘Hey, I’m thinking about retiring. Before they make an announcement, would you be wanting that position? Because I’m pushing for you,’” James shared with some growing emotions.
“That was everything. To be here, he helps me every single weekend. He encourages me and he’s an amazing, amazing person.”
Teamwork makes the dream work, no doubt. But the styles of the two gentlemen, separated in age by two-plus decades, isn’t invisible, by any means.
TikTok wasn’t exactly around when Rasmussen was getting started, just as James wouldn’t have any idea what to do with an old-fashioned dial-up phone.
“I think Brinson has accomplished creating his own identity, which is the most important thing. It takes time and patience, but he is doing that. He IS NOT me!,” Rasmussen shared leading into the UTB rookie’s inaugural World Finals appearance.
“His entertaining style is definitely unique and different than mine. I leaned on my comedic background more at times and Brinson engages in his own way. He has the energy I had when I was 30! I, in essence, developed that role in regards to how it fits the production of PBR. Now, he needs to take it and run with it in the way he thinks it fits him.”
Admitting he thrives in the Eastern time zone, anywhere in the greater Northeast and East Coast regions, he’s never been afraid to lace them up at any given stop.
Yet, at the same time, he recognizes his role in the show ebbs and flows deepening on where the tour is on any given weekend.
“I’m kind of a city boy with a cowboy flare, so to get the city people into it … those guys are here to be entertained,” James said.
“In the center of Cowboy Country, they’re a bit more here for the sport, so anywhere where fans want to be entertained is my kind of place.”
While fans in Fort Worth and Arlington, Texas, will hear from the man himself as the premier series prepares to host Ride For Redemption May 15-16 and the Championship event May 18-19, James shared a final sentiment to those who have followed his journey, which began some 18 years ago.
“Thank you so much. We’re here. We finally made it to the big stage because we’re some energetic kid who likes to dance and have fun and now we’re at the top,” he concluded.
“So, thank you, so much.”
Photos courtesy of Bull Stock Media
