Rodeo season in Texas means live concerts, hand-held carnival food, and a new pair of boots. 100.3 The Bull broadcasted the daily parties live from the Built Ford Tough mobile studio located in the shadow of the historical Astrodome everyday of the Houston Livestock Show & Rodeo. Audacy enlisted My VIP Life to provide interactive brand ambassadors for 12 hours a day to keep the country music party going for three weeks of Rodeo Houston festivities.