‘The Road’ Brings Country Legends Together to Mentor Rising Stars
When CBS’s The Road premieres on Sunday, October 19, fans will see country icons Blake Shelton, Keith Urban, and Gretchen Wilson guiding a new generation of artists in one of the most authentic singing competitions to date.
The concept is simple yet powerful: rising talents compete for the chance to open for Keith Urban on tour. Blake Shelton co-created the show, while Gretchen Wilson takes on the vital behind-the-scenes role of tour manager — or, as the artists came to call her, “tour momager.”
“It was the perfect mix,” Wilson told TV Insider. “We’re all so different, but each of us brought something unique to the table.”
Unexpected Role, Perfect Fit
Wilson’s journey to The Road started just two weeks before filming. Initially, the team considered hiring a professional tour manager. But after discussing the qualities they needed — tough yet kind, experienced yet approachable — Shelton offered a bold suggestion: “Sounds like Gretchen Wilson.”
Wilson accepted the offer with little hesitation. “You’d be silly not to want to be involved in this,” she said.
Though she wasn’t managing logistics like booking flights or buses, she embraced the emotional and mentorship aspects. “I was onsite for everything — soundchecks, rehearsals, advice, encouragement. They’d ask, ‘How do I win tonight, tour momager?’ And I’d do my best to help.”
Real Reality TV
One thing Wilson admired was the show’s authenticity. “There were no scripts, no lines, no ‘say it again like this,’” she emphasized. “They just let us be ourselves.”
She contrasted this with a past “reality” experience that was anything but. “This was real. It was captured beautifully — 13 cameras, raw emotion. We all knew how much was on the line.”
Filming was large-scale yet intimate. “It felt like a family. And these musicians? Their lives were on the line. This wasn’t just a TV opportunity — this was their future.”
Director Taylor Sheridan’s filming style further enhanced the experience. “No interruptions, just real, emotional moments. It was stunning.”
Learning From Both Sides of the Stage
For Wilson, being part of The Road offered a new perspective. “I’ve always been the performer,” she said. “But here, I saw how emotionally invested the crew is too. It’s not just the stars who carry the pressure.”
The show gives viewers a glimpse into life on the road: long overnight bus rides, high-stakes performances, exhaustion, and hope. “It reminded me this job isn’t easy. It takes a certain kind of person.”
No Filter, Just Gretchen
When viewers see Wilson on The Road, they’ll meet the same unfiltered artist who broke onto the scene at 27.
“I’ve always been real. I don’t do bulls**t. I tell the truth — like it or not,” she said. “That’s maybe why they picked me. I treat people how I want to be treated: honestly.”
