CBS announces its newest music reality show, The Road, to air on October 19, 2025. The Road follows 12 talented emerging musicians as they compete as opening acts for GRAMMY Award winner Keith Urban at music venues across America. In his search for the next big artist, alongside GRAMMY Award winner Gretchen Wilson, who acts as "Tour Manager" for the series, Urban is joined by executive producers Blake Shelton and Taylor Sheridan, and other country music stars.

Blake Shelton (The Voice 2011-2023) and Keith Urban (American Idol 2013-2016) are no strangers to music competition shows, but CBS's The Road is different. For one thing, as an executive producer, Shelton has control over what is happening. He mostly stays behind the scenes but is featured in 5 of the episodes. He stated, "The ship's really been driven by what happens in front of the camera, and there's really nothing you can do about it once it gets going."

The 12 musicians competing this fall are Adam Sanders, Billie Jo Jones, Blaine Bailey, Brianna Adams, Britnee Kellogg, Cassidy Daniels, Channing Wilson, Cody Hibbard, Forrest McCurren, Jenny Tolman, Jon Wood, and Olivia Harnes, four of whom have been featured in my Music Spotlight column.

Shelton stated, "There's not a musician in Nashville that wouldn't want the opportunity to have the stage before a superstar like Keith Urban."

Wilson explained, "We have some very talented people that came to compete, but when you get out here opening for Keith's audiences, it is not for the faint of heart."

Billie Jo Jones shared, "I've looked up to [Keith Urban] for years, and it was great getting to see a different side of him. And Gretchen Wilson, we absolutely loved her."

One of the most significant differences that The Road offers is that the performers must win over the audience by singing their original music. The twelve artists tour and ride the bus together, all while competing to become the opener for Keith Urban's tour.

When the show was being conceived, Shelton recognized that the artists needed someone to guide them on their journey. He immediately thought of Wilson, who he knew would be direct and honest with them. She stated, "They call me the tour momager."

She spoke highly of the contestants. "A lot of these contestants came in with skills that I did not have when I came to Nashville. They came into this program already being really good songwriters. However, the toughest thing that they've had to deal with is being away from their families."

Britnee Kellogg agreed. "I have three kids, and my husband was a champion. But it was hard. I feel incredibly lucky and grateful to have the most amazing support system. And yes, of course, I miss my family, but I am on a mission right now to do what I love, and they're supportive of that."

Adam Sanders expressed his gratitude towards Shelton and Urban. "It took both of those guys a little while for their careers to get going. They appreciate people who are in that same position. I think they have a passion in their hearts for helping up-and-coming artists."

The show is partially filmed in venues where fans show up to see Keith Urban perform. They are unaware of who is opening for him. The live audience ultimately decides who stays on and who goes.

Shelton explained, "I'm not taking anything away from anyone making it on a television show or having a hit on TikTok. However, you can get a break in your career; more power to you. But there just hasn't been a lot of focus on what we would probably consider the old-school way of coming up through the ranks, which is playing the dive bars and the honky-tonks. It's different with a live audience versus a camera. They may roll their eyes or fist-bump you. Either way, it will turn you into someone who is ready to handle this when it's time."

He continued, "There's a story behind that person in front of that microphone, and we're just trying to capture that."

Urban shared, "Tony Brown had a piece of advice. He said, 'If you have a hit song, you'll have an experience, but if you have an audience, you'll have a career.' That rings true with the spirit of this show. You can have sort of a hit song, but if you don't create a connection and cultivate a relationship with that audience, you're not going to have a career."

Each week, you can watch the contestants grow and learn as they try to figure out what works and what doesn't work with their live audience shows.

Jenny Tolman further explained, "It's the first of its kind because it's going to be a docuseries with a competition element because you are going to get to follow us around and see what life is like on the road as opposed to just getting on a fancy stage and getting to perform in these beautiful costumes. It's real life."

The Road docuseries redefines the music competition genre by immersing audiences in the lives of musicians on the road. It follows 12 talented artists on the verge of stardom as they compete to open for the Grammy, ACM, and CMA award-winning artist Keith Urban. However, instead of a polished studio setting, the show takes place in real music venues across America while offering a unique glimpse of the simultaneously gritty and glamorous life of a touring musician.

Contestant Billie Jo Jones recapped, "I've been on TV shows before, but I feel like this one is going to be something really special. And you know that anything Taylor Sheridan touches turns to gold."

I am a huge fan of music documentaries, country music, and Keith Urban. So even if I didn't know any of the contestants, I would be watching this show. Tune in starting Sunday, October 19 at 9:00e/8:00c to see CBS's The Road. The winner will receive $250,000 and a record deal.

– – –

Bethany Bowman is a freelance entertainment writer. You can follow her blog, Instagram, and X.