Dirty Mo Media, the company founded by NASCAR Hall of Famer Dale Earnhardt Jr., may be best known for its motorsports content. But it is branching out and heading west. The company is launching a new vertical called Dirty Mo Rodeo focused on the western lifestyle. And it will begin with a new podcast.
Jerome and Tiffany Davis, which the Professional Bull Riders organization describes as the “first couple of bull riding,” will host the new lifestyle talk series for Dirty Mo Media. Titled “This Cowboy Life,” the series will open the gate on everything rodeo and bull-riding: the stories, the comebacks, the business of raising world-class bucking bulls, and the day-to-day realities of leading one of PBR’s premier teams, the Carolina Cowboys.
“I was introduced to Jerome and Tiffany by Austin Dillon, who everyone knows as a Daytona 500-winning race car driver, but few probably realize he is the general manager for the Carolina Cowboys PBR team, of which Jerome is the head coach,” said Mike Davis, President and Executive Producer at Dirty Mo Media. “My team and I fell in love with Jerome and Tiffany from the beginning — their story, their values and how they are universally admired throughout the industry. We believe This Cowboy Life is an authentic portal into their world, and a meaningful destination not only for bull-riding fans but for anyone who appreciates hard work, perseverance and the cowboy way of life.”
The show premieres June 24 with a special three-part documentary series chronicling the Davises’ own story, before transitioning into a weekly, 60-minute talk show with 40 episodes set to publish annually.
“We’re gonna talk about everything — the rodeo road, raising bucking bulls, the Carolina Cowboys, old stories people probably haven’t ever heard, and whatever else me and Tiffany get into sitting around the ranch that day,” said Jerome Davis. “Most of all, we just want people to feel welcome here, laugh with us a little bit, and have a good time every week.”
Jerome Davis is one of professional rodeo’s most celebrated figures — a PRCA World Champion, a founding investor of the PBR, and soon-to-be an inductee into the PRCA Pro Rodeo Hall of Fame. His story is one of the sport’s most remarkable.
After a career-ending injury in 1998 left him paralyzed from the chest down, Jerome and Tiffany turned adversity into a new calling. They have spent the past several decades raising world-class bucking bulls, mentoring the next generation of riders, and helping lead the Carolina Cowboys to the organization’s first PBR Teams world championship in 2025. “This Cowboy Life” will be taped at Davis Rodeo Ranch in Archdale, NC, where the couple hosts Carolina Cowboys preseason camp and their popular Wild West Wednesdays each summer.
“A lot of people see the rodeo side of our lives, but they don’t always see the everyday side,” said Tiffany Davis. “Most days it’s early mornings, feeding bulls, hosting people at the ranch and trying to keep up with everything going on around here. This show is going to give a real look into our world — not the polished version, the real version.”
Video will be distributed on YouTube via the newly launched Dirty Mo Rodeo channel. Clips and short-form content will roll out across the Dirty Mo Rodeo, Carolina Cowboys, Davis Rodeo Ranch, and Jerome and Tiffany’s personal social media channels.
It is a new direction for Dirty Mo Media, which is behind podcast like “The Dale Jr. Download,” “Door Bumper Clear” and other motorsports podcasts and digital series. President Mike Davis said “This Cowboy Life” represents the beginning of a broader investment in western content and personalities for the Mooresville, NC-based company.
“There’s a tremendous overlap between NASCAR fans, rodeo fans and people who simply appreciate real personalities,” Davis said. “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.”
