If you’ve spent more than five minutes in Times Square, you’ve seen him. Or at least, you’ve seen the crowd of tourists hovering around a tall guy wearing nothing but a white Stetson, cowboy boots, and strategically placed cotton briefs. He's the Naked Cowboy. In a city where everyone is trying to be someone, Robert John Burck figured out that being "that guy" was the fastest ticket to fame and a surprisingly stable bank account.
Most people think he's just another eccentric street performer. They’re wrong.
Actually, the Naked Cowboy is a walking, strumming masterclass in personal branding and intellectual property law. It’s not just about the skin; it’s about the consistency. He’s been out there since the late nineties. Rain. Snow. Heatwaves. He shows up. That kind of dedication is rare in a city that usually chews up and spits out its novelty acts within a few months.
Who is Robert Burck anyway?
He wasn’t born on 42nd Street. Burck grew up in Cincinnati. Before he became the Naked Cowboy in NYC, he was a guy looking for a hook. He actually started his street-performing career in Venice Beach, California, in 1998. The legend goes that a photographer suggested he lose the clothes to get more attention. It worked.
He eventually migrated to New York City, realizing that the concentrated chaos of Times Square provided a much higher "eyeball-to-dollar" ratio than the boardwalks of the West Coast.
Standing on a pedestal—literally and figuratively—Burck turned himself into a landmark. He’s technically a licensed minister now. He’s run for political office (including a brief, mostly symbolic presidential bid). He’s even appeared in music videos for bands like Nickelback. Honestly, the hustle is undeniable. You can’t stand in the middle of Manhattan in 20-degree weather for decades without some serious mental fortitude and a very high metabolic rate.
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The Business of Being a Human Landmark
Don’t let the acoustic guitar fool you. This is a business.
Burck turned "The Naked Cowboy" into a registered trademark. He’s notoriously protective of it. Remember the legal spat with Mars, Inc.? They used an M&M dressed like him in a video billboard. Burck sued for millions. While the case eventually settled, it sent a clear message: the character isn't a public domain quirk; it’s a corporate asset.
- He earns money through tips (obviously).
- He sells "Naked Cowboy" merchandise.
- He charges for appearances at private events and trade shows.
- He even franchises the brand.
Yeah, you heard that right. There have been "Naked Cowgirls" and other Naked Cowboys operating under his license. It’s a literal franchise model for street performing. He’s essentially the McDonald's of semi-nude busking.
It’s easy to dismiss him as a joke, but how many other street performers have survived five different mayoral administrations and a global pandemic? During the 2020 lockdowns, when Times Square was a ghost town, he was still out there. It was eerie. Seeing the Naked Cowboy in NYC without a crowd around him felt like a glitch in the simulation. But it proved his point. He is part of the architecture now.
Why the Naked Cowboy in NYC actually matters
New York thrives on its "characters." From the Chess players in Washington Square Park to the various "Elmos" that haunt Midtown, these people provide the texture of the city. But Burck is different because he stayed clean. He doesn't harass tourists (mostly). He stays in his spot. He understands the unspoken rules of the "tourist trap" ecosystem.
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There is a psychological element to why he works. People come to New York expecting a show. They want to see the weirdness they've heard about in movies. The Naked Cowboy provides a safe, predictable version of that weirdness. He’s an "edgy" photo op that you can still show your grandmother.
Survival of the fittest
The logistics of his day-to-day life are fascinating if you think about it for more than a second.
Where does he go to the bathroom? How does he keep the boots from falling apart? How much does he spend on sunscreen? He’s basically an athlete. His body is his billboard, so he spends a massive amount of time in the gym. If he gets out of shape, the brand loses its luster. It’s a high-maintenance gig.
Most people see the guitar and think he's a musician. He's really not. He plays a few chords, sings some simple rhymes, and focuses on the photos. The music is just the background noise for the transaction. The real product is the memory of "the time I saw that naked guy in New York."
How to find him (and what to expect)
If you're looking for the Naked Cowboy in NYC, you usually head to the junction of Broadway and 7th Avenue, right around 43rd or 44th Street. He's almost always there during peak tourist hours.
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- Bring cash. If you take a photo, you tip. That’s the deal. Don’t be the person who tries to sneak a selfie from 20 feet away to avoid paying. It’s his job.
- Keep it respectful. He’s a professional. He’s seen it all, but he’s there to work.
- Check the weather. He’s out there in the cold, but he might wrap it up early if it’s a literal blizzard.
- Expect a crowd. You’ll be fighting for space with a dozen other people trying to get the same shot.
The Legacy of a Times Square Icon
What happens when he gets too old to do this? He’s already in his early 50s. While he’s in better shape than most 20-year-olds, the "Naked" part of the brand has an expiration date, right?
That’s likely why he’s moved so heavily into licensing. He wants the brand to outlive his own abs. He’s also dabbled in oyster bars and other ventures. He knows the value of his name. In a world where "influencers" struggle to stay relevant for two years, the Naked Cowboy has managed a thirty-year run by being the most consistent thing in a city that never stops changing.
He represents a specific era of Times Square—the post-Disneyfication, "safe" version of NYC. He’s a little bit gritty, a little bit silly, and 100% focused on the bottom line. He’s the ultimate New Yorker, even if he did start in Ohio.
If you’re planning a trip to see the Naked Cowboy in NYC, don’t just look at him as a tourist attraction. Look at him as a successful small business owner who happens to work in his underwear. It’s a weird life, but hey, it’s a living.
Next Steps for Your Visit:
- Scout the location: Aim for the pedestrian plaza near the Father Duffy Square (the red steps). This is his primary "office."
- Carry small bills: Have $5 or $10 ready. He's a pro and moves fast; having your tip ready ensures you get a better photo and don't hold up the line.
- Time it right: Mid-afternoon (between 12:00 PM and 4:00 PM) offers the best lighting for photos and the highest chance he'll be at his station.
- Respect the boundaries: He is friendly and will often put an arm around you for a photo, but remember it’s a professional interaction—keep it polite and move along so the next person can get their turn.