Gretchen Wilson is stepping into a new role later this month, when she serves as “tour manager” on the brand-new music competition series, THE ROAD, on CBS.
The show will showcase 12 rising musicians as they compete for the chance to be named country music’s next big star. Each episode will feature the contestants performing as opening acts for GRAMMY Award winner (and one of the show’s executive producers) Keith Urban at venues across the U.S. Urban teams up with Wilson, who takes on the role of “tour manager,” along with executive producers Blake Shelton and Taylor Sheridan as they search for the next wave of rising talent. Throughout the show, they will be joined by special guests Jordan Davis, Karen Fairchild, Dustin Lynch, and Brothers Osborne and together with live audiences, they’ll help decide which artists move forward to the next city in the competition.
At the end of the journey, one winner will walk away with a life-changing package: a $250,000 cash prize, a recording contract with Country Road Records (a division of 101 Studios in partnership with Thirty Tigers), and a performance on the iconic Mane Stage at the 2026 Stagecoach Festival in Indio, California. Thanks to Red Bull, the winner will also score a slot at Red Bull Jukebox in Nashville, while the two runners-up will receive five recording sessions at Red Bull Studio Los Angeles.
Wilson recently reflected on her “amazing experience” on the show, explaining that she was able to share heartfelt advice and encouragement with contestants, drawing from her many years in the music business.
“All of the years that I’ve had that have kind of built me into who I am and all the things that I’ve learned on the road, I was able to bring that experience to it,” she explained. “But also just the family kind of part of it that you do build when you’re out on the road and when you’re touring. I think that’s what really makes this uniquely different from any other show like it, because on this show, these contestants had to ride the bus together. They had to travel together, they had to be away from their families for weeks at a time. They got to experience what it really means to be out there doing this job.”
Wilson continued to praise the show for giving fans an honest glimpse into the less glamorous side of life as a touring artist.
“I think a lot of people like to think, they look at us and they think, ‘Man, your job is just the coolest job in the world, and you get to go out and play music and it’s a party.’ And it’s really not so much about that. When you’re out there doing this for a living, you’re the one who doesn’t have a beer at two o’clock in the afternoon because you’re resting on the bus and you’re taking care of your instrument, your voice,” she added. “ And so for me, bringing that to the table for these contestants was another big part of it. Not just how do you win this competition, but how do you take care of yourself and how do you have the longevity that a lot of it takes that to endure in this business.”
Keith Urban applauded her influence, calling her the show’s “mama bear.”
“It’s been great watching Gretchen handle them as well and give really good advice,” he pointed out.
“They called me the tour momager,” Wilson added with a laugh.
THE ROAD’s extended premiere airs Sunday, Oct. 19 (9:00-10:30 PM, ET/PT) on the CBS Television Network and will be available to stream live and on-demand on Paramount+*.
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