Delta blues found its voice and audience on the airwaves of KFFA’s King Biscuit Time, a daily broadcast out of Helena, Arkansas. Bluesmen like Sonny Boy Williamson and Robert Lockwood Jr., who would go on to become legends, interspersed their own songs with advertising jingles. King Biscuit Time, which launched in 1941, gave unprecedented exposure to African American musicians while selling everyday grocery staples like flour and cornmeal. And it's still on the air. Reporter-producer Betsy Shepherd travels to Helena to tell the story for Gravy. 

Learn more about your ad choices. Visit megaphone.fm/adchoices