The Americana Music Association, a newly-formed trade organization designed to market and promote American roots music, will launch its first membership drive during the annual South By Southwest convention with a party at the Caucus Club in Austin, Texas, on March 16. The AMA will also have a booth at the convention's trade show. "This is a common effort by a lot of people who believe deeply in this music," AMA President Dennis Lord said in a press release. "We're putting together an association to share information and help grow this genre of music and artists who tend to fall outside the lines." The motto of the association is "We Walk The Line," a reference from a popular Johnny Cash song.