Dirty Mo Media is heading west launching a new western themed vertical with a the new podcast This Cowboy Life. Dirty Mo Media is expanding beyond the racetrack. The company founded by Dale Earnhardt Jr is launching This Cowboy Life, a new podcast hosted by rodeo legends Jerome and Tiffany Davis, premiering June 24.
What We Know: The show kicks off with a three-part documentary series on the Davises’ journey. It then transitions into a weekly talk show covering the rodeo road, ranch life, and the Carolina Cowboys. Dirty Mo Media — already home to NASCAR-focused content — is using this launch to plant a flag in the western space. The show tapes at Davis Rodeo Ranch in Archdale, North Carolina.
What They Said: Dirty Mo Media President, Executive Producer Mike Davis: “There’s a tremendous overlap between NASCAR fans, rodeo fans, and people who simply appreciate real personalities. We don’t look at This Cowboy Life as a one-off project. We see it as an important first step in building a meaningful western vertical alongside voices and stories that genuinely connect with everyday people.”
What Remains Unclear: The depth of Dirty Mo Media’s western investment is still taking shape. With This Cowboy Life, it still is the lone outlier of the Dirty Mo Media catalog outside of racing content. Also the vertical currently does not have an official partnership with the PBR or any other organization.
What It Means: This launch signals a real strategic shift for Dirty Mo Media. Rather than staying in one lane, the company is chasing a broader, underserved audience. Recently, many content factories have been doing the same such as All The Smoke Productions (MLB) and Bussin’ With The Boys (NASCAR). It will be interesting if there is an audience for this type of content. The PBR was acquired in early 2025 by TKO Holdings. TKKO also oversees WWE, UFC, Zuffa Boxing among other properties. It could be a play if initial success is found through Dirty Mo Media that an expanded vertical may be possible.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
