For Valeria, the answer lies in education, access, and ownership. Through BPIR, she’s helping young people reclaim a legacy that has long been denied to them. “I tell them, don’t believe everything you’re told, our story is real.” The love of the rodeo is generational. “Some kids are on horses at just one or two months old.” Valeria’s vision is clear, keep the legacy alive, and make it accessible. That includes raising prize money to $100,000 so cowboys and cowgirls, many of whom have day jobs, can earn a living from their craft. Even as she oversees the rodeo’s growth, she is mindful of the current political climate in America. “Black rodeo is strong in America,” she said. “But I am concerned about the current political climate and the efforts to erase Black culture.” Still, she doesn’t waver. “You can try, but you can’t take away the truth or history.”
The Professional Cowboys and the Professional Women’s Rodeo Association, two of the sport’s leading sanctioning bodies, are actively working to introduce rodeo to more urban communities. But as Dr. Patton points out, the challenge isn’t interest, it’s access. “If you’re living in a city, how often do you have access to a horse or a ranch?” she says. Getting involved often requires leaving the city, which means having a car, the time, and the financial means to participate. Visibility may be growing, but without access and resources, the arena can still feel out of reach.
The Cowboy Carter Effect
The release of Cowboy Carter did more than make headlines, it delivered a cultural shift. For Valeria Howard-Cunningham, the momentum is tangible. Every remaining Bill Pickett Invitational Rodeo show this year is sold out. “It makes me feel good to know that I’ve created something African Americans can be proud of,” she said. “A business they see as theirs, like they own it.”
McClellan has felt the ripple effects too. Brands that once overlooked Black rodeo are now reaching out, recognising the influence of Black athletes. Tourists are flying in from across the U.S., even as far as Nigeria, to attend his Eight Seconds rodeo after discovering the culture through Beyoncé’s lens. “She blew it up to a global level,” he said. This is the kind of visibility the community couldn’t have created on its own. Dr. Patton sees Beyoncé’s spotlight as part of a broader reclamation. “I think it’s fantastic that Beyoncé is continuing that tradition of bringing visibility to Black cowgirls,” she said.
A Legacy in Motion
The legacy of the Black rodeo is still unfolding. More than music or fashion, it’s also about visibility, access, and resources, ensuring that Black girls can look at a cowgirl and say, That could be me. When I picture a cowgirl today, I don’t see the Hollywood whitewashed version. I see braids flying in the wind, riding through Southern heat, perfectly in sync with her horse, reminding us she was never on the margins. She’s always been here, just waiting to be seen.