Adam Sanders Brings Hog-Wild Energy on Stage in CBS Series “The Road”

What does pig farming have to do with the new CBS series featuring Keith Urban and Blake Shelton? More than you might think.

The Road is an exciting new show that features 12 emerging artists who are competing for a $250,000 prize package and recording opportunities. Each participant also earns the opportunity to open for Urban during his national tour.

Six artists remain, and one of the featured artists is Adam Sanders, a Nashville singer and songwriter originally from Florida. He’s also a good friend of Missouri pig farmer Jesse Heimer. Not only has he performed at Heimer’s farm multiple times, but the pair has also written two songs together, including “Do What We Do.”

(CBS/CBS )

“I think what folks see on the screen is someone who’s had just enough experience on stage in front of a crowd, and the feelings of all of it, to know that he really wants it,” Heimer says. “This isn’t Adam’s first time to town – he opened for Carrie Underwood at a sold-out Iowa State Fair. He understands the stage, the audience, and the emotions people have as they listen to an entertainer.”

It’s been an incredible experience to watch Sanders shine on The Road, Heimer adds.

“He really took this opportunity to heart – to be on screen in front of millions to tell his story and put his talent on display,” Heimer says. “Adam is a high energy guy all the time and that’s what you see on stage. But he’s also one of the most genuine, down-to-earth friends I’ve ever had. The Adam you see on screen is the Adam you’ll see on the street.”

That’s Why We Do What We Do

Heimer first met Sanders in 2019. They were introduced by a mutual friend after Heimer created a series of videos to highlight the benefits of showing livestock. His goal was to help people outside of agriculture see that showing livestock was about more than just the animal and the ribbon. Their mutual friend encouraged Heimer to produce a music video which eventually led him to meet Sanders, a talented songwriter.

(Legacy Livestock Images/Heidi Anderson)

“I had to learn more about his industry, so I could have enough knowledge about his side of the fence,” Sanders says. “I think we spent months really talking about the idea of this. One day, it really just registered with me and it clicked. I remember writing down in my phone: ‘that’s why we do what we do.’”

Sanders called on his friend Brice Long, a fellow songwriter to help write “Do What We Do.”

“I wanted the song to be broad enough that it could appeal across facets of agriculture,” Heimer says. “I knew if we made it just about the show ring, we were only going to attract those that already believe the same things as me.”

The project started as an anthem for stock show kids and although that goal never changed, the video went down a different path than Heimer first expected. He wanted to create a music video that everybody in agriculture could see themselves in. Regardless of what your role in agriculture is, Heimer believes this song speaks to the feelings of many about why they do what they do.

“I couldn’t be prouder of how the song turned out, and how it all came together,” Sanders says. “It was just a natural fit. It took some time to make it happen, but God had a plan in all of this and how it shaped out.”

Sanders adds that the stats show the song resonates with people. Through organic promotion only, the song has now been streamed nearly 600,000 times and appears on 39 playlists. It’s received 873,000 views on TikTok, too. Beyond traditional streams, the song has been very popular with TikTok users who are increasingly using it in their content.

But You’d Get It If You Did It

Three years after Sanders released this song, Heimer had an “epiphany” at the 2024 Missouri State Fair.

“I realized I was watching my kids doing, saying and loving all of the same things I did at the state fair when I was a kid,” Heimer says. “It felt like déjà vu. I talked to Adam during the fair and told him we should write a song about it – to piggyback off ‘Do What We Do.’”

Not long after, the song ‘Get It If You Did It’ was born.

“From the outside looking in, it’s hard to understand why we raise pigs, why we go to shows, why we commit so many resources for our kids to find success in the show ring,” Heimer

points out. “This song is a continuation of the original story. The writing is broad enough, though, that it fits anyone’s hobby or passion from hunting to sports to rodeo. I hope it gets a spot on The Road.”

The chorus is easy for people in agriculture to relate to, Heimer says.

“The show pig community has been incredibly supportive of me as an artist for several years, going back to the introduction of ‘Do What We Do’ – and even before,” Sanders says. “It seems like no matter where I’m playing, people from this industry are in the crowd.”

Live from Oklahoma Ranch

Show pig industry leader Blake Kennedy, owner of Kennedy Ventures, was fortunate to be in the audience during the taping of The Road in Oklahoma City.

“It was a really cool experience to be selected as a cast member,” Kennedy says. “When we got there, they checked us in and took our phones and belongings. Because no one had the distraction of a phone, everyone was very present and engaged.”

The atmosphere inside Oklahoma Ranch was very exciting, he adds. Sanders performed his original, “Burning Roses” and Jo Dee Messina’s hit song “Heads Carolina, Tails California.”

Although the contestants only get a few minutes of time in the TV show, Kennedy says their live performances were about 10 minutes and allowed the audience the opportunity to get to know each performer a little more.

“It was awesome to see someone like Adam be successful in his world who also enjoys seeing us achieve success in our world, too,” Kennedy says.

Tune in Sunday

Don’t miss the next episode performed at The Hall in Little Rock, Ark., airing on CBS on Nov. 30 at 8 p.m. CT. https://www.cbs.com/shows/the-road/

Read the ‘Do What We Do’ story here:
Nashville Singer and Pig Farmer Release Anthem for Ag