About Pure Country

KEQX Pure Country is a non-commercial, community based radio station operating under the guidelines established by the Federal Communications Commission (FCC), broadcasting area and local news and events in North Central Texas.

Sam and Lanell Upshaw have deep roots in rural Texas and an ongoing passion for "Pure Country" music, as well as a deep commitment to the rural lifestyle with which they've been blessed. As former ranchers, farmers, and retail business owners, Sam and Lanell understand the many challenges facing the business owners and organizations in our area, and work diligently to preserve and promote the rural heritage so precious to our area. With a dedicated staff working toward that end, they hope to pass the rural heritage on to their children and grandchildren.

We are dedicated to making Pure Country a radio station with a difference, reflecting the views, opinions, and values of our listeners as well as raising awareness of issues affecting our communities. Our goal is to strengthen and support the businesses, organizations, and charities, in our area while providing programming that educates, entertains, and enriches our listeners daily lives.

Most importantly, we embrace the spirit of a caring and sharing neighbor to neighbor tradition that has been cherished throughout generations. God, family, and country - these are the foundations on which we build.