Gretchen Wilson Steps Into ‘Tour Momager’ Role On CBS’ ‘The Road’
Wilson will appear on the show alongside Keith Urban and Blake Shelton.
Gretchen Wilson; Photo by Connie Chornuk/CBS
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+*.
Lauren Jo Black is a longtime country music journalist, editor, host, and media personality whose work has helped shape the conversation around country music for nearly two decades. As the current Editor-in-Chief of Country Now, she has become one of the genre’s most respected voices, interviewing hundreds of country music’s biggest stars, including Dolly Parton, Garth Brooks, Reba McEntire, Shania Twain, Randy Travis, Luke Bryan, Carrie Underwood, Blake Shelton, Luke Combs, and countless others. Over the course of her career, Black’s written work and interviews have reached billions of country music fans worldwide. A 2009 graduate of the University of Central Florida, Black began her career by founding Country Music Is Love, one of country music’s earliest independent digital publications, which she later sold to a major record label in 2015 before it was rebranded as Sounds Like Nashville. She then served as the publication’s Editor-in-Chief for more than two years. Her work has also appeared in Forbes, and she previously served as the Country Music Expert for Answers.com. Widely recognized for her expertise, Black has appeared as a featured guest on The Bobby Bones Show, BobbyCast, and Scripps News Morning Rush, providing insight on country music’s biggest moments. She has also hosted Country Now Live, a concert series featuring performances from artists including Lady A, Dierks Bentley, Riley Green, Jordan Davis, Dustin Lynch, Gabby Barrett, Brett Young, Jon Pardi, Kip Moore, Chris Young, and more. The series has welcomed thousands of fans in person while reaching millions more online. In addition, she hosted Connect With Country Now, a weekly interview series featuring conversations with rising country stars. Throughout her career, Black has earned a reputation for discovering and championing artists long before they become household names. She has covered Luke Bryan since the early days of his career, beginning when he was writing songs for other artists, including Billy Currington’s No. 1 hit “Good Directions,” before stepping into the spotlight with his debut single, “All My Friends Say” and eventually becoming one of biggest names in music. She also gave Megan Moroney her first opportunity to walk a major red carpet as Country Now’s official guest correspondent at the 2022 CMA Awards. An interview she conducted in 2018 for Forbes.com with Luke Combs that inspired his multi-week No. 1 hit, “Doin’ This.” She has also hosted stages at CMA Fest, moderated an industry panel at Country Radio Seminar, and helped lead important conversations about the evolving landscape of country music media. Beyond journalism, Black has also used her platform to support charitable causes and highlight organizations making an impact. Through Country Now Live, she has helped raise awareness and support for St. Jude Children’s Research Hospital, while also advocating for animal rescue through Country Now’s Pupdate series, spotlighting organizations including MuttNation Foundation, Wags & Walks, and Proverbs 12:10 Animal Rescue. Black has been recognized as one of Country Aircheck’s Women of Influence and received the 2012 Rising Star Award from the University of Central Florida. She is a longtime member of both the Country Music Association (CMA) and the Academy of Country Music (ACM). After nearly 20 years covering country music, Lauren Jo Black has spent her career telling the stories behind the artists, songs, and moments that have shaped the genre. Her first-ever book, Country Music Forever: An A-to-Z Celebration of Icons, Songs and Stories, brings that same passion and firsthand knowledge to the page, celebrating not only the legendary artists and timeless songs that have become the soundtrack to generations of fans, but also the places, traditions, and cultural moments that have made country music one of the most beloved genres around the world.
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