Saturday, July 16, 2016


Photo Courtesy of Steven Tyler

NASHVILLE, TN (July 15, 2016) — After wrapping up the most successful first half in its 24-year history, Professional Bull Riders (PBR) has announced a new relationship with GRAMMY® award-winning Rock and Roll Hall of Fame Icon, 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.

“Hold On (Won’t Let Go)” also appears on Tyler’s highly anticipated new debut solo album, “We’re All Somebody From Somewhere,”
available now 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,” and Tyler. "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)’.”

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 10 event attendance records. 

Steven Tyler
Steven Tyler’s lead vocals have helped make Aerosmith the best-selling American band of all time, with more than 150 million records sold worldwide.  In addition to creating classic hits including “Dream On,” “Walk This Way,” “Crying” and “I Don’t Want to Miss a Thing,” Aerosmith won GRAMMY® Best Rock Performance for “Pink,” “Crazy,” “Livin’ On the Edge,” and “Janie’s Got a Gun.” After 15 studio albums with Aerosmith, Tyler’s first solo album, We’re All Somebody From Somewhere, is available now on Dot Records, underneath the Big Machine Label Group umbrella. Tyler is included among Rolling Stone's 100 Greatest Singers and 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. For tour dates and more, visit

PBR (Professional Bull Riders)
The world’s premier bull riding organization began as a dream of 20 bull riders 23 years ago and is now a global sports phenomenon. On its elite Built Ford Tough Series, the PBR features the top 35 bull riders in the world and the top bulls in the business. The televised Built Ford Tough Series, the BlueDEF Tour, the Touring Pro Division and the PBR’s international circuits in Australia, Brazil, Canada and Mexico have paid more than $150 million in earnings to its athletes. In May 2015, PBR was acquired by WME | IMG, the global leader in entertainment, sports and fashion. For more information on the PBR, go to, or follow on Facebook at, Twitter at, and YouTube at
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