On a brisk January afternoon, the unmistakable spirit of Texas swept through the heart of New York City. In a move that caught both locals and tourists off guard, RodeoHouston staged a surprise pop-up concert in Times Square on January 7, 2026. The spectacle was more than just a performance—it was a full-throttle introduction of Houston’s beloved rodeo to the Big Apple, complete with country flair and cutting-edge technology.
At the center of the commotion stood Russell Dickerson, a multi-platform country artist whose star has been rising steadily in recent years. According to KPRC 2, Dickerson took the makeshift stage and delivered a spirited rendition of his hit song "Happen to Me," much to the delight of the gathered crowd. The performance served as both a taste of what’s to come at this year’s Houston Livestock Show and Rodeo and an official announcement of Dickerson’s upcoming appearance at the event. He is slated to perform at RodeoHouston on Thursday, March 5, 2026, a date that fans across the nation are now marking on their calendars.
But the surprises didn’t stop with live music. RodeoHouston brought along a dazzling 3D billboard—nicknamed the Digital Beast—which towered between 44th and 45th streets in Times Square. This eye-catching display, designed to introduce RodeoHouston to millions of New Yorkers and visitors, will remain active until January 18, 2026. The billboard, with its vibrant visuals and dynamic messaging, is a bold statement of intent from an event that’s long been a staple of Texas culture but is now setting its sights on a national—and even global—audience.
Chris Boleman, president and CEO of the Houston Livestock Show and Rodeo, expressed his excitement at the event’s expansion into one of the world’s most iconic public spaces. "We are thrilled to bring a glimpse of RODEOHOUSTON to Times Square—celebrating our rich Western heritage and positioning the Houston Livestock Show and Rodeo as a must-attend event," Boleman said, as reported by KPRC 2. His words echoed the sentiment of the day: this wasn’t just a marketing stunt, but a heartfelt invitation to embrace the traditions and excitement that have defined RodeoHouston for generations.
The buzz around Russell Dickerson’s involvement grew quickly, with RodeoHouston taking to social media to confirm that the country star would perform at the rotating stage at NRG Stadium in Houston on March 5. According to KHOU 11, the announcement was met with enthusiasm from fans, many of whom took to their own social channels to share their excitement and speculate about who else might join the lineup.
The anticipation reached a fever pitch as organizers revealed that the full entertainment roster for RodeoHouston would be unveiled on January 8, 2026. For those eager to catch every detail, KHOU 11+ provided a handy guide on how to tune in to the festivities. Viewers could download the KHOU 11+ app on their Roku, Amazon Fire TV, or Apple TV devices, ensuring that no one would miss a moment of the action. The live stream began at 6:30 p.m. CST with a pre-show, building up to the main event at 7 p.m. CST, when the complete lineup was finally revealed.
The use of digital platforms to broadcast the announcement reflects a broader trend in how major events are reaching their audiences. As streaming becomes increasingly central to entertainment consumption, RodeoHouston’s embrace of live digital coverage ensures that fans—whether in Houston, New York, or anywhere else in the world—can participate in the excitement. The move also signals RodeoHouston’s commitment to staying relevant and accessible in a rapidly changing media landscape.
But why take the show on the road to New York City? For RodeoHouston, the answer lies in both tradition and ambition. While the event has long been a cornerstone of Texas culture, drawing hundreds of thousands of attendees each year, organizers are keen to broaden its appeal. By planting a flag in Times Square, RodeoHouston is sending a clear message: the rodeo isn’t just for Texans anymore. It’s a celebration of Western heritage, music, and community that has something to offer everyone.
The 3D billboard, dubbed the Digital Beast, is more than just an advertising gimmick. Its presence in Times Square—a crossroads of global culture and commerce—underscores RodeoHouston’s desire to be seen as a world-class event. The display’s run from January 7 to January 18 ensures that millions of people will encounter the RodeoHouston brand, perhaps for the first time, as they navigate the bustling streets of Midtown Manhattan.
For Russell Dickerson, the pop-up concert was both a professional milestone and a chance to connect with fans in an unexpected setting. His performance of "Happen to Me" resonated with the diverse crowd, many of whom may not have been familiar with his music—or with RodeoHouston itself. By bringing a piece of Texas to New York, Dickerson and the RodeoHouston team succeeded in bridging cultural divides and sparking curiosity about what’s in store for this year’s event.
As the excitement builds toward March 5, all eyes are on Houston. The full artist lineup, revealed on January 8 and livestreamed by both KPRC 2 and KHOU 11+, promises a mix of established stars and emerging talent. Organizers have made it clear that their goal is to showcase the best of country music while honoring the traditions that have made RodeoHouston a beloved institution.
"We’re proud to continuously showcase rising country stars and invite fans across the nation to make this an annual tradition," Boleman emphasized, highlighting the event’s dual focus on honoring heritage and nurturing new talent. This year’s festivities, with their expanded reach and innovative marketing, seem poised to do just that.
For those who can’t make it to Houston in person, the digital broadcasts and interactive experiences offer a front-row seat to all the action. Whether you’re a lifelong fan or a newcomer drawn in by the Times Square spectacle, RodeoHouston is making it easier than ever to be part of the celebration.
As the Digital Beast continues to light up Times Square and the countdown to March 5 begins in earnest, one thing is clear: RodeoHouston is riding high, and the world is watching.
