The Light Crust Doughboys occupied a very unusual niche in popular music. They were a western swing band from Texas, created and organised in the early 1930s by the Burrus Mill and Elevator Company in Saginaw, Texas, in order to promote the company’s brand of Light Crust Flour on radio and link that to advertising. The company’s president Lee O’Daniel, a natural showman, was at the heart of the strategy and often travelled to perform and record with the group. They became major stars and their recording career in their original incarnation lasted for around a decade.