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When the idea for the Americana Music Association emerged in the late 1990s, it came from a community that shared a vision. A collective of artists, label executives, journalists and radio programmers all believed in promoting music driven by ideals and creativity rather than revenue. The nonprofit launched in 1999 and held its first convention in Downtown Nashville the following year with performances from Rhonda Vincent, Sam Bush, Jim Lauderdale and Rodney Crowell. In 2002, the first Americana Music Honors & Awards show was held lauding Lauderdale, Buddy & Julie Miller, Johnny Cash, Emmylou Harris, Billy Joe Shaver and T Bone Burnett.

Over the past 25 years, the association has worked to fashion a community that supports an ever-growing, ever-evolving slate of artists whose roots music styles include country, folk, bluegrass, R&B and roots-rock. The Avett Brothers, Carolina Chocolate Drops (whose members then included Rhiannon Giddens), Mumford & Sons, Jason Isbell, Brandi Carlile, Margo Price, Sturgill Simpson, Brandy Clark and the late Levon Helm have had sterling career successes under the Americana banner, followed by the recent ascension of Noah Kahan, Wyatt Flores, Kaitlin Butts, Charley Crockett, Tyler Childers and Allison Russell.

The Americana genre is “just a home base thing, for me — I’ve built my whole life within this community, including my family and my kids,” Carlile told Billboard last year when she received Grammy Award nominations in the pop, rock and Americana categories. “We’re just rooted in our Americana people. And what Americana really is is a rejection of some of the exclusive tenets of country music — I mean that politically; I mean that sonically. In terms of diversity, Americana is where you’re going to see it the most.”

Jed Hilly has been key to the Americana Music Association’s growth. After serving as head of label for Orbison Records, Hilly became the association’s executive director in 2007 and has been a foremost advocate for the genre. He sees the organization’s mission in simple terms: to advocate for the authentic voice of American roots music. During Hilly’s tenure, the Recording Academy expanded its Americana/roots categories at the Grammy Awards (there are now four), while Billboard updated the name of its Folk Albums chart to Americana/Folk Albums and the Merriam-Webster Dictionary added the word “Americana.”

In recent years, acts including Carlile, Crockett, Russell, the late John Prine, Billy Strings and The War and Treaty have won honors in top categories at the Americana Music Honors & Awards, and the association now boasts 4,000 members. In addition, the annual Nashville-based AmericanaFest has served to highlight a diverse array of talent, with last year’s event showcasing 200 acts with performances spanning 48 venues across the city. The 2024 AmericanaFest will take place Sept. 17-21.

As the Americana Music Association celebrates its 25th anniversary, Billboard spoke with Hilly about the organization’s beginnings, its evolution and the genre’s current surge in popularity.

Tell me about the origins of the Americana Music Association.

In the late ’90s, there was a movement against commercial country radio, which had dropped artists like Steve Earle, Emmylou Harris, Lyle Lovett, Rosanne Cash and the list goes on. The movement was started by Jon Grimson and Rob Bleetstein, [who were instrumental in launching] an Americana chart for [music publication The Gavin Report], where they cherry-picked the stations that were still playing that kind of music. Then in 1999, when about 30 people got together at South by Southwest in Austin, they wanted to start a trade association like others had done.

The credit goes to the founding fathers, mothers, sisters and brothers, people like Emmylou Harris, Buddy Miller, Rodney [Crowell]. We truly have changed the landscape of music. We’ve given prominence to those artists who otherwise might not be heard. Music in the ’90s became more commercial, with less artist development. SoundScan really shifted the landscape. But as T Bone Burnett says, “If you make a great album, you make a great album.”

The Americana Music Association has done significant advocacy work in expanding the roots and Americana recognition at the Grammy Awards.

That was the first thing I was working on. Hats off to Robert Plant, Alison Krauss and T Bone Burnett [whose 2007 Raising Sand earned five Grammys, including album of the year]. We welcomed that album before it [went] on to win Grammys. It was our album of the year in the fall before the Grammys, when they were nominated and won all those awards. When Robert went into the press room at the Grammys with four or five Grammys stacked up, someone asked him which was his favorite, and Robert said, “Actually, it was the one we won in Nashville last fall.” That opened the doors. I engaged [the Americana Music Association’s] membership to support the Recording Academy’s membership [because the academy’s philanthropic division], MusiCares, is an organization I so respect. Significantly, the Americana album category became the fastest-growing category, percentagewise, for the Grammys.

In recent years, top Americana Music Honors & Awards winners have included the bluegrass-rock sounds of Billy Strings, Charley Crockett’s old-school country and soul sounds, the songcraft of John Prine, the strong voices of Brandi Carlile and Allison Russell and the country-soul sounds of The War and Treaty. How do you define Americana today?

Music evolves. Billy Strings crosses a contemporary line. Maybe a more radical version would be Mumford & Sons with that first album. They crossed a contemporary line. With blues, if Muddy Waters is the baseline, Bonnie Raitt made a contemporary form of the blues. [Bob] Dylan and the band [went] electric at [the Newport Folk Festival] — that was not folk music anymore; it was something else. I believe that it’s important for art forms to maintain their integrity. In 1955, rock’n’roll was Elvis Presley; 1961, it was Chubby Checker; and fast-forward to U2 winning [the Grammy for best rock performance by a duo or group with vocal] for The Joshua Tree. It evolves.

I also give credit to Danna Strong, who was the first Americana Music Association employee and is still our director of education and programs and conference producer. Danna came to me in 2010 and said, “No one’s honored Muscle Shoals. How do we do that?” We honored everyone in Muscle Shoals and asked Rick Hall [who has been called “the Father of Muscle Shoals”] to accept the award, but honored everyone who was part of that.

Did that change the way you looked at the awards?

We recognized inspiration as part of the criteria for a lifetime achievement award, and that came in part from Porter Wagoner. In my first year, I was reluctant to honor Porter and I hate that I was reluctant, but I was figuring things out. Porter, to me, was the epitome of country music, and I felt we were something different than country music. But I realized people like Buddy and Rodney all did Porter songs on their albums. That opened the door to other ideas, like [honoring] Richard Thompson [and] honoring Booker T. and the M.G.’s. That’s not what you would think of as the down-the-middle Americana at the time. It was about looking at the greater landscape of inspiration.

The Americana Music Honors & Awards is slated for Sept. 18 in Nashville, and the awards have become more inclusive in honoring the work of pioneers such as Mavis Staples and Allen Toussaint, but also celebrating the artistry and musicianship of contemporary artists including Brandi Carlile and Allison Russell.

Diversity is important. I woke up after the [Americana] awards show in 2013 or 2014 and realized that all of our lifetime achievement honorees were basically white, middle-aged men. Americana is the contemporary form of music that is derived from multiple roots genres. The best way I know to go about that is to find people who feel welcome in the community and show them off. The McCrary Sisters have been our in-house band for as long as we’ve been doing this, and they are extraordinary. We have partnered with the National Museum of African American Music. The Fairfield Four as a quartet deserves to be recognized and honored — let’s put a spotlight on that. Our goal is to be open and welcoming. Do we have a long way to go? Sure we do. Americana is a great American art form, and it’s an opportunity that welcomes all walks of life with an authentic approach to making music. I do believe that if everyone in the world listened to Americana music for one hour, the world would be a better place.

Over the past few years, artists such as Zach Bryan and Noah Kahan, who have a roots-driven sound, have dominated all-genre charts. They aren’t based in Nashville, but they are having a huge impact in driving listeners to seek out more Americana sounds. What is your take on that impact?

Americana’s rockin’ right now. Noah has participated in several events, and he’s nominated for artist of the year this year. When The Lumineers took off, we embraced them early and nominated them for emerging artist of the year. They didn’t really know what we were doing, so we sat down with them, and as time went on, they were like, “What can we do to help?” They did a show during AmericanaFest at The Cannery [Ballroom], so 700 people got to see them perform. I hope Zach will join us someday. I think he’s an Americana artist — he’s not a country artist, in my humble opinion. But we look at Wyatt Flores and Sierra Ferrell, Nathaniel Rateliff, Jason Isbell and Brandi Carlile selling out massive rooms. Whether or not Americana has a mainstream [radio] hit, we can build careers.

This story appears in the Aug. 24, 2024, issue of Billboard.