The Yellowstone Effect

From Ariat and Wrangler t-shirts popping up in retail stores like Buckle to model Bella Hadid riding a cutting horse in New York City, there has been an observable surge of interest and support for the Western way of life over the last six years. Local rodeos have experienced an influx of spectators, horse-related social media content has garnered millions of views and followers, and cowboy fashion has exploded in popularity. One might wonder why such a spotlight has shone on the Western lifestyle in recent years, especially as America becomes more and more urbanized, but the reason is actually quite straightforward: Taylor Sheridan’s TV show Yellowstone has sent a shockwave through popular culture, showcasing the Western industry in a positive light while keeping viewers hooked with its dramatic, compelling story. The resulting tsunami of attention that the American cowboy is receiving may seem overwhelming or untrustworthy to some, but the Yellowstone effect has had an undeniable impact on the Western lifestyle, and with that impact comes an opportunity to show the world why cowboys and cowgirls are invaluable preservers of America’s wild spirit of freedom.

Yellowstone is a drama series that first appeared in 2018. It takes place in the rugged scenery of Montana and follows a ranching family named the Duttons as they try to protect their land. The incredibly viral show’s fifth and final season aired this past November, and in addition to the original series, Yellowstone has two completed prequels, as well as one prequel and two spinoffs in the works. While the show’s tumultuous characters are the heart of the series, the cowboy aesthetic they are immersed in has revolutionized the Western industry. A similar phenomenon occurred back in 1980 with the release of Urban Cowboy, an iconic movie starring John Travolta. Both Urban Cowboy and Yellowstone showed viewers a world they knew little about and made cowboys look cool and exciting, which, in turn, prompted them to investigate the Western lifestyle with an open mind. So many myths and misconceptions swirl around the industry simply because people are not familiar with how it truly works. Therefore, media that encourages people to get curious and take a real look at the worlds of rodeo, cutting, and reining should be welcomed by those who want a bright future for Western sports. As many new fans flock to the scene, the modern cowboy has both a great responsibility and a priceless opportunity to teach them about the Western way of life.

The truth is that cowboys, like everything else, do not live in a vacuum where change can be forever avoided. The idea that one has to be “born a cowboy” in order to “belong to the lifestyle” may sound chic, but it is not a good argument as to why the Yellowstone effect should not be embraced. Those that fear a wave of newcomers entering the industry often forget that the Western lifestyle has always been sustained by a steady flow of first-generation cowboys and cowgirls. There are certainly families who have been involved in the Western lifestyle for decades or even centuries (such as the Duttons in Yellowstone), but there are also those like my parents, each of whom are first-generation rodeo contestants that have since raised their children within the realm of rodeo. WPRA barrel racing world champion Fallon Taylor and NFR team roper York Gill both come from non-cowboy families; it is not an uncommon thing for some of the best and brightest to start out as “newcomers” to the Western lifestyle. This is why those who respond to the Yellowstone effect should not be discriminated against, but rather welcomed and taught about the industry they admire. Right now, people are more curious than ever before about cowboys and horses, and taking the time to be kind to them is a powerful tool for preserving Western heritage. When at competitions, contestants are often functioning as performers whether they realize it or not, and there is no way for them to know who may be watching in the stands. Small gestures such as waves, smiles, and occasionally allowing an excited fan to pet a horse go a long way toward creating a positive image of cowboys and cowgirls in the minds of audience members, some of whom may only get a single defining memory of the Western way of life. With this in mind, it is important for all of us in the industry to remember that we are ambassadors for the lifestyle we love, and that recruitment is and always has been a necessary part of keeping it alive.

Yellowstone’s biggest contribution to the Western industry is undoubtedly the opportunity it gives us to tip our hats in greeting to a new fanbase that could one day become part of the next generation of cowboys. The American cowboy is an iconic symbol of freedom, and its place in history has always been forged and maintained by all kinds of people from all walks of life. The Western lifestyle has a rich and interesting heritage that is forever exciting but never uniform, and there is no reason for that legacy to stop now. So wave to the child at their first rodeo, visit with the family at the gas station who loves your horse because “it looks like the one on Yellowstone,” and take a moment to answer a question or two online, because cowboys have the stage right now thanks to the Duttons, and people are watching us whether we welcome or resist them. If we use this opportunity well, it will strengthen the Western industry and bring awareness to our way of life, ensuring that the spirit of the American cowboy remains a powerful champion of freedom that anyone can see themselves in. Each day, let us open the door to the mountain ranges, the sprawling ranches, and the electric arenas that have captured the hearts of the public and say, “Come on in! The show’s about to begin.”