The Houston Livestock Show and Rodeo is generating excitement as it prepares for the 2026 event scheduled from March 2 to March 22. A dynamic promotional campaign kicked off in Times Square, New York City, where multi-platinum country artist Russell Dickerson rocked the crowd with a surprise pop-up performance. This marks Dickerson as the second entertainer announced for the RODEOHOUSTON lineup, with the full roster to be revealed on January 8.
The Times Square takeover featured a stunning 3D billboard, known as the Digital Beast, which promoted the Rodeo’s vibrant spirit to millions of visitors. The eye-catching display is located between 44th and 45th streets in Times Square and will be active until January 18. During his performance, Dickerson captivated thousands with his band while RODEOHOUSTON dancers encouraged the audience to join in on the viral TikTok sensation, “Happen to Me,” further igniting the festive atmosphere.
Chris Boleman, president and CEO of the Houston Livestock Show and Rodeo, expressed enthusiasm about showcasing Texas’s cultural heritage on such a prominent platform. He highlighted the importance of RODEOHOUSTON as an annual tradition that celebrates rising country stars and brings families together.
This year’s event will also introduce additional artists, as the complete entertainment lineup will be announced on social media channels on January 8, with tickets going on sale shortly after on January 15. The Houston Livestock Show and Rodeo has a long-standing legacy of supporting Texas youth and education, having contributed over $660 million since its inception in 1932.
As the countdown to RODEOHOUSTON begins, fans can look forward to a lineup full of outstanding performances and a celebration of Western culture that unites the community and highlights the region’s agricultural roots.