Mattson is the program director for KNBT-FM, voted the number one Americana music station in the United States for several years running. KNBT�s slogan is contrary to ordinary. The station is that and more. Mattson and KNBT have been willing to buck the trend sweeping the country�that of all stations playing the same songs all the time�the songs music major labels tell them they should play�and in fact, pay them to play. But it�s not enough to ignore the mainstream stuff forced upon us; in order to be successful, a station must find exceptional material to take its place. Mattson has tirelessly performed this service with dedication and passion. Mattson�s success begins with a keen ear for talent. He is first and foremost a consumer of the music he promotes�an avid listener. I�ve watched Mattson when a performer he likes sings; he closes his eyes and sways to the sound in a semi-gawky kind of way, immersed in the message and totally oblivious to the way others might perceive him. Recognition of talent is the first step in the process. It takes courage to play songs and musicians no one else has heard of and perseverance to convince owners of a radio station to gamble large amounts of money on an unproven commodity. Mattson provided this courage and conviction when no one else would. All who love Americana music now benefit. Before it�s said and done Mattson�s contribution could approach that of institutions like Sun Records, without which, you�d have never heard of Johnny Cash, Elvis Presley, Jerry Lee Lewis and others. New Braunfels and the surrounding Texas hill country is now home for many Americana musicians. Off the top of my head the following names come to mind: Ray Wylie Hubbard, Jason Boland, Bleu Edmondson, Susan Gibson, Wade Bowen, Cody Canada and Cross Canadian Ragweed, Walt Wilkins, Robert Earl Keen, Randy Rogers, Rodney Hayden, Adam Carroll, Charlie Robison, and Terri Hendrix. I�m sure I�ve missed many more. Other performers make it a routine stop in their travels�all for this reason�their market is here. One of the primary reasons that market is here can be traced back to the radio. Many of these performers once lived elsewhere, but moved because this is where people recognize and buy their product. {mosimage}Mattson not only has provided a platform for these people to be heard, he has organized and promoted charity events that help worthy institutions in our area. Each year these events attract more and better musicians and raise more and more money. The tenth annual American Jam will be held Sunday, May 21st at Gruene Hall, courtesy of Mattson and KNBT. The lineup includes Ray Wylie Hubbard, Cross Canadian Ragweed, Robert Earl Keen, Joe Ely, Walt Wilkins, Cory Morrow, Hayes Carll, Tom Gillam, Radney Foster, Houston Marchman and more. Tickets are $50. All proceeds go to charity. Come out and join the party and when you do say hi and thanks to Mattson. He�s a force to be reckoned with. If you can�t make it live, KNBT streams its signal via the Internet. Mattson started a fire in New Braunfels. It�s burning white hot and spreading. -------------------- About the Author - Don Henry Ford, Jr. When Don's not writing books he lends out his talent to Americana Roots to put together great articles like this. If you've enjoyed what you read, then pick up Don's latest book Contrabando: Confessions of a Drug Smuggling Cowboy at your local bookstore or online at Cinco Puntos Press.