In a dimly-lit Times Square parking lot, Robert Burck, a fair-haired man with bulging biceps and tired eyes, lounges in the driver’s seat of his pristine Cadillac Escalade. There, he remains incognito, clad in cargo shorts and a black t-shirt. Most don’t recognize him without his signature underwear and guitar strapped across his chest.
Burck — more commonly known as the Naked Cowboy — has always been one for showy displays of attention. Each morning, he drives the 20 minute commute from his motel in Secaucus, NJ, to the Icon parking lot in Times Square. By noon, he’s working the crowds, serenading tourists and posing in photos for thousands of passers-by wearing nothing but a hat, cowboy boots, briefs, and a strategically placed guitar.
Particularly prone to exaggeration and contradiction, Burck expresses an impatience for people and their faulty cameras; minutes later, he proclaims himself a “social genius.” After reading Tony Robbins’ Unlimited Power, he says, he grew obsessed with writing self-affirmations and personal goals. He reveals a stack of college-ruled papers, perhaps several hundred sheets thick, held together by a large binder clip. The papers are clearly worn: the edges fray and the dark circles and underlines on each page bleed together.
The 41-year-old climbs out of his Escalade, takes off his t-shirt and shorts, and slithers into a pair of tighty-whities. They’re a boys’ size 12. “No undies when I’m not working,” he explains. A few swipes of deodorant and a quick guitar tune-up later, he swaggers out of the parking lot into more familiar territory, strumming a tune: I have tons of fun, just shaking my buns, all day long, out here in the sun. Within minutes, a crowd surges around him. Two girls giggle and point: “Oh my God, it’s that guy.” Another couple, struggling with a subway map: “This is so New York.”
Age: 41
Based in: New York, NY; Secaucus, NJ
Grew up in: Cincinnati, Ohio
Graduated from: University of Cincinnati, Bachelor’s degree; Xavier University, incomplete Master’s degree
Previous jobs: Stripper; waiter at T.G.I. Friday’s; male model
Years in the business: About 13
Where did your identity as the Naked Cowboy originate? In 1998, I was in Venice Beach, California, shooting for Playgirl magazine. I took out my guitar, and the photographer suggested playing in my underwear. I made over $100 that day from tips. I did the same thing a few days later in Cincinnati, got arrested, and made the news. The next morning, I left town in my beat-up BMW and did the same thing driving across the country, getting arrested along the way. I finally landed in New York, and I’ve gotten better at not getting arrested.
How does one get better at not getting arrested? Don’t push the envelope, don’t be a jerk. For two years, before landing in Times Square, I would call the media and the police on myself.
Weather conditions that keep you inside: I don’t go out if it’s pouring rain, because people won’t interact with me. I stand outside during 90% of the winter and wear a full-length mink coat to warm up in between rounds. I don’t get sick; being sick is a state of mind.
Source of income: I charge $1 for up to 100 photos with me, but most people stop at two. I probably make about $100 an hour, especially in the evenings. Then there’s the money from my three music albums [including an X-rated country album], my endorsement deal with Blue Island oysters, my merchandise, and the Naked Cowboy Bar and Grill that’s opening soon.
Ratio of adults to kids who approach you: Yesterday, I picked up at least 80 people off the ground, 60% of which were old people and grandmas. They’re not scared, because I’m strong as sh*t.
Your driving force: Reading and studying. I read six to seven hours a day, and have for 24 years. I read psychology, philosophy, Spanish. I want to be the smartest motherf*cker on the face of this Earth.
Currently reading: The Art of Seduction, for probably the third or fourth time. I’ve read Robert Greene’s The 48 Laws of Power at least six or seven times. And Emerson’s essays, which are sitting at my hotel – I’ve read those about 100 times.
Your hotel? For the last 13 years, I’ve lived in the Royal Motel in Secaucus, New Jersey, right outside the city. It’s only $50 per night. My mailing address is still my mother’s in Cincinnati.
Where do you keep your belongings? I have a suitcase in the backseat with all my underwear, my guitar, my boots, my hat, and a few other things. My hotel room has a spare guitar, my mink coat, and a suit and tie from my high school graduation. That’s all I need.
Brand of underwear: Fruit of the Loom, which is what my mother bought me when I first started. They come in packs of six, but I always keep a seventh just in case. I wear two pairs at a time: one painted with Naked Cowboy, and one unpainted. When they get old or stained, I sell them for $50 on NakedCowboy.com.
They look really tiny. They’re a size 12, which is meant for boys who are about 114 pounds. I weigh 200-something. I haven’t missed a day at the gym since I was 17 years old.
Do you stay this tan year-round? In the winter, I supplement a little bit. Right now, even with all the sun, I have a lighter spot on my leg where my guitar sits.
How do you unwind after a long day? I go to my hotel, have a glass of wine, and write in my journal for a few hours about how great I am, how my expectations are always fulfilled, how I’m a child prodigy.
Can you read me something you wrote recently? I am the most incredibly polished, spontaneous, talented, hilarious performer of all times. [I am] the most fabulously built, ripped, and determined body and mind ever created. […] [I am] an American icon, true badass, no-fear cowboy. The only Naked Cowboy.
That seems a bit arrogant. People don’t understand humility. It’s not about downplaying yourself.
Are you religious? I’m God Almighty. The God you worship is the God you are capable of becoming, in the words of Joseph Campbell. Do you know him? J.C., Jesus Christ.
Guitar go-tos: Mostly just sh*ts and giggles, except when I play full songs and pretend I don’t see people. My guitar is just an unlikely vehicle to get people’s attention. People even tell me I can’t sing very well.
What would people be surprised to learn about your job? Standing in Times Square is hard work. If people come up to me with the wrong attitude, I double their wrong attitude, and they scurry off in fear. I don’t waste time with people who are wasting my time.
Best part of your job: Freedom.
Most challenging part of your job: Nobody’s camera is ready. Nobody knows how to shoot a picture. After a few hours, I’m kind of like, I’m never coming here again. When it’s raining, it feels like it’s never going to shine again.
Are you dating anyone? I have a girlfriend who I see once every few days. She works at the Cranberry Café, where I’ve eaten lunch every single day for the past 10 years. When my last relationship ended, I ended up with her, because she was the only girl I knew.
Do you walk naked into the café? I’ve been in many places naked, but I don’t do that anymore. I have a key to the executive bathroom here in the Icon parking lot, where I’ve parked for free for 10 years. These guys are the best.
You mention that you’re the only Naked Cowboy, but now it’s a franchise. That happened about two years ago. There are four Naked Cowboys, myself included, and four Naked Cowgirls, all part of Naked Cowboy Enterprises at different spots throughout Times Square. They just came out of the woodwork and approached me about it. The black Naked Cowboy was selling comedy tickets in Times Square.
You ran for mayor in 2009 and announced a run for the 2012 presidency as a Tea Party candidate. Those both fizzled. Any future plans to run for office? When they knock on my door and beg me to run because I’m the best man for the job.
Dream job as a kid: I wanted to be the most celebrated entertainer of all time. I did whatever I could to have all eyes on me. Everyone was always telling me what I couldn’t do.
Like getting that tattoo on your arm? When I was 16, I was on house arrest, so I got this tattoo of the devil’s head. It was the coolest picture I could get for $60. Later, I got Jesus on my other arm to balance it out.
How do you spend your time when you’re not reading or in Times Square? That’s really it. I can be the life of any party, but why spend all that enthusiasm on a few people in a room when I can spend it on thousands of people walking through Times Square?
Does your family visit you here? I send them envelopes filled with money every week. I stamp each dollar with my Naked Cowboy stamper and sign each dollar coin.
Do you want kids? Nope, not for as long as I live. And I don’t plan on dying. Ever.
Visit the No Joe Schmo Facebook page for more behind the scenes with the Naked Cowboy (and to find out how he signs his text messages).
Follow the Naked Cowboy on Twitter at @TheNakedCowboy and on his Facebook page. All photos courtesy of Megan Hess unless otherwise specified.
No Joe Schmo 
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