Robert John Burck II, better known as the "Naked Cowboy," has revealed how much he earns from his long-running street performances in Times Square. He brings in about $150,000 in a typical year, with earnings reaching $250,000 in his best year and falling to between $25,000 and $30,000 during more difficult periods, according to an interview with Business Insider.
Burck, 55, has been a fixture in Midtown Manhattan for more than two decades. He continues to entertain tourists in his signature outfit of cowboy boots, a cowboy hat and underwear, performing in the plazas around the intersection as crowds gather to take photos and leave tips. His street performances remain at the heart of a personal brand he has built over the years, alongside several business ventures tied to his persona.
The Naked Cowboy. A disciplined daily routine of workouts and performances
(Photo: Bennett Raglin / AP)
Burck's income now comes from both performances and side businesses. Over the past year, he earned about $50,000 from personalized video messages on the Cameo platform and another $7,800 from Naked Cowboy Enterprises, a franchise operation under which several other "cowboys" and "cowgirls" perform at various locations in Times Square and pay him franchise fees.
He also earned $10,000 from Naked Cowboy Oysters, a sponsorship deal with Long Island-based Blue Island Oyster, through which oysters bearing his brand are served at New York restaurants. He supplements his income with merchandise and other branded products, capitalizing on the character he has portrayed since the late 1990s.
These side businesses are built on his presence in Times Square, where his consistency and visibility have helped establish his persona. The brand, backed by a trademarked name and a recognizable appearance, has opened up additional commercial opportunities beyond the sidewalks where he became a tourist attraction.
Burck describes his work as part of a highly structured daily routine. When he is not traveling, on vacation or attending major events, he heads to Times Square every day after spending several hours reading in the morning and completing what he describes as an intense gym workout.
He devotes his early mornings to books on mythology, psychology and sociology, a habit he considers part of his disciplined and consistent approach to life. He typically performs in Times Square from around 11 a.m. to 5 p.m., remaining at his usual spot for much of the afternoon as visitors come and go.
His diet is equally regimented. Burck says he spends about $120 a day on food. Before leaving home, he eats 12 egg whites, chooses sushi for lunch and ends his day with a protein shake.
On the street, his familiar routine of posing for photographs, playing guitar and joking with tourists serves as the public face of a much broader commercial enterprise he has built around his character.
Burck also emphasizes consistency and protecting his assets when it comes to his finances. He says he has $250,000 in personal accounts, along with money set aside for retirement. He reports having no debt and notes that he has held the same credit card from Greenhills, Ohio, for 30 years.