He’s been there for over twenty-five years. Think about that. Through the post-9/11 tension, the 2008 financial crash, the eerie silence of the 2020 lockdowns, and the frantic resurgence of midtown Manhattan, one man has remained remarkably consistent. Robert John Burck, better known to the world as the Times Square Naked Cowboy, is arguably the most photographed person in New York City. He isn't just a guy in his underwear; he's a living landmark.
If you walk down 44th and Broadway, you’ll hear him before you see him. The strumming is rhythmic, usually simple chords, accompanied by a booming voice that cuts through the cacophony of yellow cabs and tourists asking for directions to the M&M store. He wears boots. He wears a hat. He wears white briefs with "Naked Cowboy" emblazoned across the backside. That’s it.
Honestly, most people think he’s just a street performer looking for a few bucks. They’re wrong. Burck is a shrewd businessman who turned a chilly gig in Venice Beach into a multi-million dollar brand.
How the Times Square Naked Cowboy Became a Corporate Entity
It didn't start in New York. Burck actually began his "naked" journey in California in the late 90s. He was a struggling actor and model, looking for a way to stand out. After a photoshoot where he was told he looked better without the clothes, the lightbulb went off. He took his guitar to the beach, stripped down, and realized that people didn't just look—they paid.
But Venice Beach is a dime a dozen for eccentrics. New York? That’s the big leagues. When he moved his act to Times Square in 1998, he wasn't just busking. He was staking a claim.
While other street performers—the Elmos, the knock-off Transformers, the "statue" people—rely on aggressive solicitation, Burck played the long game. He trademarked his name. He formed Naked Cowboy Enterprises. He started selling franchises. Seriously, you can actually pay a fee to become an "Official Naked Cowboy" or "Naked Cowgirl," provided you meet his standards and follow the brand guidelines. It’s basically the McDonald's of public semi-nudity.
The Legal Battles That Defined the Brand
You don't stay at the top of the New York food chain without a few fights. Burck is famously litigious when it comes to his intellectual property. One of the most famous cases involved Mars, Inc., the makers of M&Ms. In 2008, the company ran an ad in Times Square featuring a blue M&M dressed—or rather, undressed—exactly like Burck.
🔗 Read more: How Old Is Paul Heyman? The Real Story of Wrestling’s Greatest Mind
He sued for $6 million.
The case was eventually settled, but it sent a clear message to the corporate world: the Times Square Naked Cowboy is a protected asset. He also famously went after Sandra Kane, the "Naked Cowgirl," before eventually reaching an agreement that allowed her to perform under his umbrella. He understands something most artists don't: if you don't own your image, someone else will steal it.
The Physical Toll of Being a Permanent Fixture
Have you ever been to New York in January? It’s brutal. The wind tunnels created by the skyscrapers turn 42nd Street into an ice box. Yet, there he is.
Burck’s resilience is borderline superhuman. He credits his longevity to a strict lifestyle. He doesn't drink. He doesn't smoke. He’s a devout Christian who often spends his breaks reading the Bible or talking about his faith. It’s a bizarre contrast—the man in the tighty-whities preaching the gospel—but that’s New York for you.
- Training: He hits the gym religiously. His "costume" leaves nowhere to hide, so physical fitness is quite literally his job security.
- Weathering the Storm: He uses specific skin protectants and has developed a mental toughness that allows him to stand in sub-zero temperatures for hours.
- The Schedule: He’s usually there by 11:00 AM, rain or shine. Consistency is why he’s more famous than the guy who stays home when it drizzles.
People forget that he’s an actual person under the hat. Born in Cincinnati, Burck is a guy who took a look at the world and decided that a 9-to-5 wasn't going to cut it. He’s been married, he’s run for political office (he briefly entered the 2010 New York City mayoral race and the 2012 presidential race), and he’s written books. He’s a polymath of the pavement.
Why He Matters to New York Tourism
Times Square is often dismissed by locals as a "tourist trap." It’s crowded, expensive, and loud. But for the millions who visit every year, it represents the heartbeat of the city. And the Times Square Naked Cowboy is the conductor.
💡 You might also like: Howie Mandel Cupcake Picture: What Really Happened With That Viral Post
He provides a safe, predictable "weirdness." In a city that can feel intimidating or dangerous to outsiders, Burck is a friendly face. He’s a professional. He knows how to handle a crowd, how to pose for a selfie so the light hits the guitar just right, and how to deflect the occasional heckler with a laugh.
He’s become a symbol of the city’s grit. When the COVID-19 pandemic hit and Times Square turned into a ghost town, Burck was one of the first people back out there. Seeing him in his usual spot gave people a sense that "New York is back." It was a bizarre metric for recovery, but it was a real one.
The Economics of the Tip Jar
Kinda makes you wonder how much he actually makes, right?
While he doesn't release tax returns, estimates suggest that on a good day, between tips and "licensing" fees for photos, he can pull in over $1,000. Combine that with his various endorsements, appearances in music videos (like Nickelback's "Rockstar"), and merchandise, and you’re looking at a six-figure income easily. He’s proved that you don't need a suit to make money in the Crossroads of the World; you just need a gimmick and the discipline to never stop showing up.
Misconceptions and Reality Checks
A lot of people think he’s a "crazy guy."
If you talk to him for five minutes, you realize he’s anything but. He’s articulate, incredibly self-aware, and deeply philosophical about his role in society. He knows he’s a spectacle. He knows some people laugh at him rather than with him. He doesn't care. He’s the one with the trademark and the house in Florida.
📖 Related: Austin & Ally Maddie Ziegler Episode: What Really Happened in Homework & Hidden Talents
There's also this idea that he’s just "naked." He isn't. He’s very careful to stay within the legal bounds of public decency. He’s a "Naked Cowboy" in the same way a "Naked Mole Rat" is naked—it’s a brand, not a literal description of his state of undress. This distinction has saved him from countless arrests over the decades.
How to Experience the Legend (The Right Way)
If you’re heading to NYC and want to see the Times Square Naked Cowboy, there are a few things you should know. First, don't just sneak a photo from the sidewalk. It’s his living. If you want a picture with him, have a five or ten-dollar bill ready. He’s a pro—he’ll grab your phone, frame the shot perfectly, and give you a memory that’s worth way more than the tip.
Secondly, look for the official guitar. His guitar is usually covered in stickers and the "Naked Cowboy" logo. Because of his success, there are sometimes "imposter" cowboys. They’re usually just guys in underwear trying to capitalize on his fame. The real Robert Burck has a presence that’s hard to fake.
Third, talk to him. If it’s not too crowded, ask him how his day is going. You’ll find a man who loves his job more than most CEOs love theirs.
Practical Steps for Your Visit
- Location: He usually haunts the pedestrian plaza between 43rd and 44th Streets.
- Timing: Aim for midday. He’s a creature of habit.
- Etiquette: Be respectful. He’s a performer, but he’s also a human being. Don't touch the equipment without asking, and keep it friendly.
- Support: If you can't make it to New York, he has an active social media presence and a website where you can buy "Naked Cowboy" gear.
The story of the Times Square Naked Cowboy is a quintessential American success story. It’s about finding a niche, no matter how weird, and outworking everyone else in that space. He took a pair of briefs and a guitar and turned them into a legacy that has outlasted many of the businesses in the buildings surrounding him. Next time you see him, don't just roll your eyes. Take a second to appreciate the hustle.
To get the most out of your Times Square experience, check the local weather before you go; if it's exceptionally clear, the crowds will be massive, so try to arrive before the theater rush at 7:00 PM. If you're interested in the business side of street performing, look up the New York City Department of Consumer and Worker Protection guidelines to see just how complex the "public space" laws really are.