 In the late 1990s, a group of about 30 volunteers from radio, record labels and media met informally at the South by Southwest music industry conference in Austin, Texas, to discuss collective action that could help the Americana community, including the possibility of a trade association.A facilitated retreat in October 1999 galvanized the idea, and the Americana Music Association was born.Early the following year, the Association hosted its first annual Americana Night at South by Southwest, and then in September 2000, the AMA held its first convention at the Hilton Suites in downtown Nashville, featuring showcase performances by Sam Bush, Rhonda Vincent, Rodney Crowell, and Jim Lauderdale.