For Steven Tyler, the epic voice of Professional Bull Riders, an epic anthem was needed. Enter the songwriting duo of “Jingle” Jared Gutstadt and Jason “Poo Bear” Boyd (Justin Bieber, Usher) to pen a song that could be used as the sound of PBR.
Jingle Punks recorded a version of the song with Steven Tyler in Los Angeles that ultimately made it onto his record, We’re All Somebody From Somewhere, as well as a version in Nashville that was used for all PBR Marketing leading up to the World Finals.
Beyond appearing in a music video and subsequent promotional marketing for the PBR World Finals, Steven Tyler performed the song live at the kickoff of the event in Las Vegas.
While the initial marketing campaign was featured in Billboard, Steven Tyler’s We’re All Somebody From Somewhere, which included the single Hold On (Won’t Let Go), peaked at No. 1 on the Billboard Top Country Albums and No. 19 on the Billboard 200 garnering the song, and campaign, multitudes of additional earned media.