After wrapping up the most successful first half in its 24-year history and previewing an upcoming original documentary series with Netflix, PBR (Professional Bull Riders) has announced a new relationship with GRAMMY® Award-winning Rock and Roll Hall of Famer Steven Tyler.
Tyler’s new song “Hold On (Won’t Let Go)” will be the new anthem driving PBR’s television broadcast openings on CBS and CBS Sports Network while helping kick off live events.
“Hold On (Won’t Let Go)” will be heard by fans at the beginning of each PBR on CBS television broadcast, in arenas holding PBR events coast to coast, and throughout PBR’s advertising and marketing, including a social media campaign kicking off next week. The song was written by Tyler along with five-time GRAMMY Award-winning songwriter Poo Bear and Jared Gutstadt, who has written for Brad Paisley, Lynryd Skynyrd, Dierks Bentley and others. It was co-produced by Tyler and nine-time GRAMMY Award winner T Bone Burnett.
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“Hold On (Won’t Let Go)” also appears on Tyler’s highly anticipated new debut solo album, “We’re All Somebody From Somewhere,” which will be released July 15 worldwide on Dot Records, underneath the Big Machine Label Group umbrella
“The toughest 8 seconds in sports is staying on the back and riding that bull,” Steven Tyler said. “A musician’s whole career is judged in 8 seconds or less. Whether it’s a song on the radio or a performance, there’s no better anthem for the spirit of the game and the big win than ‘Hold On (Don’t Let Go)’.”
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Steven Tyler and Poo Bear are clients of WME | IMG, the parent company of PBR.
“There are two great athletes in every PBR ride – a fearless, determined cowboy and a powerful, rank bull,” said
Sean Gleason, CEO of PBR. “‘Hold On (Won’t Let Go)” is the quintessential PBR anthem because it gives equal lyrical weight to these two world-class athletes. Steven Tyler captures the essence of PBR with ‘Hold On (Won’t Let Go)’ like no other artist or song could. After 45 years recording with Aerosmith, Steven’s debut solo album includes PBR’s anthem. It’s a stand-out moment for our sport and we couldn’t be more honored.”
Billed as “the toughest eight seconds in sports” and featuring adrenaline-pumping production punctuated by hard-driving rock and roll, PBR has soared to new heights. Television viewership on CBS is up +20 percent this season, and the sport has set ten event attendance records.