Country music executive producers Blake Shelton and Taylor Sheridan are taking aspiring musicians on a journey unlike any television competition before.

Their new series, The Road, premieres October 19 on CBS, giving 12 emerging artists the chance to open for four-time Grammy Award winner Keith Urban while competing for a $250,000 prize package and recording opportunities.

Contestants will travel across America in tour buses, performing at various venues. The show follows Nicole Kidman’s divorce from Keith Urban.

Gretchen Wilson, a seasoned touring artist, takes on the role of tour manager, guiding participants through the demanding schedule.

Guest advisors, including Jordan Davis, Little Big Town’s Karen Fairchild, Dustin Lynch, and Brothers Osborne will appear throughout the season alongside Urban, Shelton, and Sheridan to judge performances and offer insight.

Urban expressed enthusiasm about the show’s premise, reflecting on his own early career struggles.

“I spent a lot of years playing in some real seedy pubs, sometimes just for the bartender, but it’s where I learned so much about what I do. So, I love the idea of putting artists into a real-world environment, to find out if they have what it takes,” Urban said.

“Paying your dues sucks, but there are many things that just can’t be taught, like how to put together a set list, whether to extend or cut a song during your performance or how to work the crowd. For me, touring has always been my first love, and this show is about what happens when you leave the glitzy TV studio. It’s where the rubber meets the road.”

Wilson emphasized the significance of mentoring the next generation of musicians.

“Stepping into the role of ‘tour manager’ for The Road has allowed me to take everything I’ve learned over all of my years of touring and pour it right back into these emerging musicians,” Wilson said.

“Helping them sharpen their talents to capture the attention of these crowds across America and guiding them through the real and raw grind of life on the road, has been a highlight of my career. Working with Keith Urban, Blake Shelton, Taylor Sheridan and the rest of the team and our incredible crew was absolutely amazing. It was an honor to be a part of this team, and I can’t wait for the world to watch!”

The competition’s winner receives not only the $250,000 cash prize and a recording contract, but also a performance slot on the Mane Stage at Stagecoach Country Music Festival 2026 in Indio, California.

Red Bull, a competition sponsor, will provide the victor with a live performance opportunity at Red Bull Jukebox

The Road is set to air on Sunday nights on CBS and is set to air the next day on Paramount+.