This Is How the Houston Rodeo Chooses Its Performers Every Year
From Bun B to Nickelback, the Houston Rodeo plans its lineup months and years ahead.
Forget dusty stereotypes. The Houston Livestock Show and Rodeo isn’t just about bull ropin’ and cowboy boots. It’s a Texas-sized adventure packed with twangy tunes, sizzling barbecue, and a vibrant entertainment lineup to make your soul sing. This year, the musical menu has something to satisfy most palates, from classic country crooners to heart-pounding EDM drops. But how does the rodeo whip up such a sonic smorgasbord? Turns out this process is as long and pre-planned as the event itself.
It’s never a last-minute calf scramble here. The rodeo’s director of entertainment and concert production, Brittany Cooke, paints a picture of a multiyear puzzle game. It all starts with a big wish list scribbled with names, both established and up-and-coming.
“We have really good relationships with all our booking agents from LA to Nashville, even New York,” Cooke says. “They are pitching us artists as well. Even though our event only happens once a year we’re talking with them throughout the year about the charts and the trends.”
Major Lazer is bringing EDM to the Houston Rodeo.
But the rodeo isn’t just listening to industry whispers. Guest experience from years prior also plays a big role in how the lineup is selected.
“We do a good job of doing surveys and seeing what our stakeholders and the Houston community in general are interested in,” Cooke says. “We take that information, compare it, and put the puzzle together that way.”
The rodeo entertainer lineup, much like the event itself, is quite the assortment. While the lineup stays fiercely in its country music element, Cooke insists the entertainment team tries to make the yearly picks reflect Houston.
“We’re country to our core—it’s our foundation,” Cooke says. “We have a 90-plus-year history of being a country music show but we are based in Houston, which is the most diverse city in the country. So, we also want to make sure we’re capturing the rest of the city as well.”
The efforts to make entertainment at the rodeo appeal to more attendees have yielded some fun results in recent years. In 2020, with the rise of K-pop in American mainstream culture, the boy band NCT 127 made history as the first performers in this genre to play at the event. In 2017, the Chainsmokers made their debut at the show as the first-ever EDM artists to make an appearance.
The Jonas Brothers are performing on March 15.
This year, artists like Major Lazer will represent EDM again, the Jonas Brothers will bring their crowd-pleasing pop tunes, Los Tigres del Norte are returning with their iconic Norteño sound, and 50 Cent will be on stage as a newly minted Houstonian after moving here in 2021.
Of course, incorporating new genres comes with its own set of challenges. Artists used to more intimate shows might need to adjust their stage presence to fill the rodeo’s expansive arena. Finding performers whose schedules align with the rodeo’s fixed 20-day window can be another logistical hurdle, which can result in some interesting lineup choices.
For instance, Nickelback’s presence in the lineup has raised an eyebrow or two among casual rodeo-goers. Cooke readily acknowledges that the Canadian rock group might seem like an unexpected addition, but she assures their inclusion was a well-considered decision.
Nickelback was a controversial choice this year.
“We really wanted something in that genre,” Cooke explains. “[They] fit a lot of pieces with the rock music. Overall it was just more of like the puzzle pieces all coming together; their schedule worked with what we were looking for.”
Nickelback isn’t the only act sparking curiosity. This year, hip-hop legend and hometown hero Bun B is returning to host a special performance called Bun B’s All-American Takeover on March 12, a curated showcase featuring artists from across the nation. The last two years, he hosted Bun B’s H-Town Takeover and Bun B’s Southern Takeover. While Cooke remains tight-lipped about the names on the bill, she encourages fans to stay tuned to Bun B’s and the rodeo’s social media for the big reveal.
“This is Bun B’s secret to tell but he has built a great ship,” Cooke says. “He puts so much effort into it. It’s an hour of pure entertainment so I don’t think anyone will be disappointed.”
Bun B is returning with his All American Takeover.
Looking ahead, Cooke anticipates the musical landscape will continue to evolve, and the rodeo’s entertainment lineup will follow suit. She hopes the department will keep up with curating a distinct showcase for guests.
“We’re already working on next year and even two to three years out,” Cooke says. “We haven’t even started the 2024 show but we’re already working on 2025, 2026, and beyond.”
Whether you’re a die-hard country fan excited about Blake Shelton and Brad Paisley or an adventurous music explorer, dust off your cowboy hat, grab your friends, and get ready for a musical adventure that’s as big and bold as Texas itself. Just remember, this experience takes years of planning, so tip your hats to the hardworking team behind the scenes ensuring your boots are tapping all night long.
