Houston radio in the 1970s, 1980s and 1990s was serious business. Well, super fun, but, you know, serious fun business. Before Spotify. Before podcasts. Before satellite radio, which somehow still has commercials even though you pay for it? And certainly before algorithms decided what you might like (Spoiler alert: Clear Channel decided what you might like).

Before all that, if you wanted music, you turned on the radio.

KLOL signed on at August 7th 1970 at 6pm. The first record they played was “I’m Free” by The Who, live from the 5th floor of the Rice Hotel, where KTRH played its news programming (they were on Floor 6). But these weren’t the news guys. They were the young rebel rock guys, shaking things up. Eventually, Rock 101 KLOL became one of the biggest names on the dial—heck, one of the biggest names in Houston culture.

Whether giving you the screaming guitar solos of Van Halen, Def Leppard or Motley Crue—or cracking you up with a Stevens and Pruett Uncle Waldo skit—they made commuter life worth living in Southeast Texas. They billed themselves as “Runaway Radio,” freewheeling rule-breakers in the media business. And they certainly lived the brand. Great music. Irreverent humor. Boundary-pushing programs. It was as much a part of Houston’s identity as the music itself.

Which brings us to this item.

Now, radio stations don't immediately come to mind when I think about matchbooks. Restaurants? Sure. Hotels? Absolutely. But radio stations? Fire isn’t really a necessity. Oh, wait. You do actually need them to smoke weed while listening to Led Zeppelin’s “When the Levee Breaks” as you’re getting sunburned in the pool so it’s all coming together now.

The cover artwork is hand illustrated and so gloriously period-correct. The K101 logo, stylized typography and cannabis-leaf-inspired graphic treatment feel more like graffiti than a promotional item. Then there's the back cover. "Free At Last!" with the cartoon radio character dragging a ball behind him like he just escaped from a particularly oppressive meeting with “the suits” in the media world.  

Details

• Original K101 promotional matchbook

• Approximate era: 1970s–1980s

• Original matches present

• Good overall condition

• Features K101 radio branding and promotional artwork

• Approximately 1.5" wide × 2" tall × 0.25" deep

• Fox-body Ford Mustang with 15-inch Rockford Fosgate subs not included

Like Hartley said in his novel The Go-Between: “The past is a foreign country: they do things differently there.” The days of rock and roll, big broadcast radio, shock jockery and the citizens of a city like Houston all tuning into the same source of entertainment are behind us. But you can still own a piece of those days with this original promo matchbook. 

Since this item was given to me by a member of the Pruett family, all proceeds of this sale will be donated directly to the Stevens & Pruett Ranch—a 38-acre ranch providing a foster home for children and rescued animals.