Courtesy Steven TylerSteven Tyler famously sang “Back in the Saddle,” and now the Aerosmith frontman is saddling up with the Professional Bull Riders for a new partnership.
Tyler’s just-released solo song, “Hold On (Won’t Let Go),” has been chosen as the sports organization’s new anthem, which will be heard at the beginning of television broadcasts on CBS and CBS Sports Network, as well as at live events.
The song also will be used in the marketing and advertising of Professional Bull Riders, a.k.a. PBR, including in a social media campaign that’s slated to premiere in the coming week.
“The toughest eight seconds in sports is staying on the back and riding that bull,” says Tyler in a statement. “A musician’s whole career is judged in eight 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).'”
The song is featured on Tyler’s debut solo album, the country-flavored We’re All Somebody from Somewhere, which was released today. Steven co-wrote the tune with Grammy-winning songwriter Poo Bear and Jared Gutstadt, who has penned tunes recorded by Lynyrd Skynyrd, country stars Brad Paisley and Dierks [derks] Bentley, and others. Tyler co-produced the track with acclaimed producer T Bone Burnett.
Professional Bull Riders CEO Sean Gleason says, “Tyler captures the essence of [our organization] with ‘Hold On (Won’t Let Go)’ like no other artist or song could.”
You can check out a video promo for Professional Bull Riders featuring Tyler and his new song at the official PBR YouTube channel.
Tyler currently is supporting We’re All Somebody from Somewhere with his …Out on a Limb solo tour of North America, which is mapped out through a September 13 show in Toronto.
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