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Rock Legend Steven Tyler Grabs Hold of the PBR

By: Andrew Giangola
July 15, 2016

Steven Tyler (center) with PBR cowboys and Jared Gutstadt (left front) and Poo Bear (right front).

Steven Tyler (center) with PBR cowboys and Jared Gutstadt (left front) and Poo Bear (right front).

PUEBLO, Colo. – The lead singer of the best-selling American band of all time is now a key voice of the PBR.  And he’s singing about a gritty sport he’s quickly grown to love.

Rock and Roll Hall of Fame icon Steven Tyler, whose lead vocals have helped Aerosmith sell more than 150 million records worldwide, has recorded a new bull-riding themed song, “Hold On (Won’t Let Go)” for PBR.  It will be the new anthem driving PBR’s television broadcast openings on CBS and CBS Sports Network while helping kick off live PBR events.

“Hold On (Won’t Let Go)” will be heard by fans at the beginning of each PBR broadcast on CBS television, in arenas holding PBR events coast to coast and throughout PBR’s advertising and marketing initiatives, which include a social media campaign kicking off today.

The song was written by Tyler along with five-time GRAMMY Award-winning songwriter Poo Bear and Jared Gutstadt, who has collaborated with Brad Paisley, Lynyrd Skynyrd, Dierks Bentley and others.  It was co-produced by Tyler and nine-time GRAMMY Award winner T Bone Burnett.  “Hold On (Wont’ Let Go)” also appears on Tyler’s highly anticipated new debut solo album, “We’re All Somebody From Somewhere,” which is being released today 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).”

“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 in giving 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.”

Tyler, decked out as a legit rock and roll cowboy while shooting the CBS opening in the desert outside of Las Vegas, recently met PBR riders Cooper Davis, Ryan Dirteater, Jess Lockwood, and Nevada Newman.

“He was super cool and a down to earth guy!” Newman said. “It was pretty awesome to be able to meet and work with him!”

Newman then added with a laugh, “He was infatuated by how little we were. He thought we’d be way bigger, I guess.”

Tyler is included among Rolling Stone‘s 100 Greatest Singers. He was ranked 3rd on Hit Parader‘s Top 100 Metal Vocalists of All Time. In 2001, he was inducted into the Rock and Roll Hall of Fame with Aerosmith, and in 2013, Tyler and his songwriting partner Joe Perry received the ASCAP Founders Award and were inducted into the Songwriters Hall of Fame

“After 45 years recording with Aerosmith, Steven Tyler’s debut solo album includes PBR’s anthem. It’s a stand-out moment for our sport, and we couldn’t be more honored,” Gleason said.

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