The PBR is launching its own record label, PBR Music, and publishing company, Down in the Well, and "has signed U.S. Army combat veteran Ryan Weaver as the label's first singer-songwriter," according to Dave Brooks of BILLBOARD. While PBR has "worked with dozens of artists over the year to provide music for their events, the launch of PBR Music is a significant move into the music space for the organization owned by Endeavor." Weaver will "release his 'Celebrate America' EP with PBR Music and record music for the league and perform at its events as the Official Patriotic Voice of the PBR’s Celebrate America campaign." PBR will "feature Weaver’s songs, at upcoming events, and in digital marketing, television broadcasts and social media campaigns." PBR CEO Sean Gleason said, "Music has always been at the heart of the PBR experience, and Ryan Weaver represents the latest incarnation of our music strategy as PBR Music’s first artist." Weaver "honors America's deceased military veterans with the song 'Never Forgotten'" (BILLBOARD.com, 10/18).
