“Be Cowboy” is now available digitally

Multi-platinum country star Eddie Montgomery has released “Be Cowboy,” the new PBR (Professional Bull Riders) anthem and CBS broadcast opener. A video opener featuring Eddie Montgomery performing “Be Cowboy” will debut at the PBR World Finals in Las Vegas on November 6th. Montgomery heads out to Las Vegas to perform the song at the World Finals at T Mobile Arena November 9th.

Written by Wynn Varble and David Frasier, “Be Cowboy” is the soundtrack of PBR’s new promotional campaign and will be used in all league marketing. The campaign shows that being a cowboy is not about the boots, hat or buckle, it’s not what you look like or where you come from; it’s what’s in your heart and how you live. For more background, watch this Be Cowboy spot created by Endeavor Global Marketing.

“I grew up watching PBR, and have always loved the sport,” states 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.”

“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,” states Sean Gleason, CEO, PBR. “We are thrilled to have a true fan who happens to be a multi-platinum country star like Eddie Montgomery singing ‘Be Badder, Be Braver, Be Bolder, Be Cowboy!’ to support our new campaign.”

PBR on CBS is a strong TV franchise, averaging over one million viewers per broadcast. The past few seasons Aerosmith’s Steven Tyler sang the bull-riding themed song “Hold On (Won’t Let Go”), also commissioned by PBR, for the broadcast opener.

Two other artists, rock band Black Stone Cherry and The Voice’s Chevel Shepard, recorded separate versions of “Be Cowboy,” and both artists will also be featured in the video opener as well as PBR marketing.

Average Joes Entertainment’s Eddie Montgomery of Montgomery Gentry recently released Outskirts, a seven song EP. With 20 plus charted singles, the Kentucky-born duo has earned CMA, ACM, and GRAMMY awards and nominations with undeniable blue collar anthems like “Hell Yeah,” “My Town,” and “Hillbilly Shoes.” They’ve notched five No. 1 singles, “If You Ever Stop Loving Me,” “Something To Be Proud Of,” “Lucky Man,” “Back When I Knew It All” and “Roll With Me.” They were inducted as Grand Ole Opry members in 2009 and were inducted into the Kentucky Music Hall of Fame in 2015. Montgomery has continued to tour under the Montgomery Gentry banner following partner Troy Gentry’s tragic death in September 2017.