As a freeform radio station, KNAC featured typical rock artists of the day such as The Beatles, The Who, Rolling Stones, The Kinks, Grateful Dead, Led Zeppelin, Jimi Hendrix, Emerson, Lake & Palmer, Yes, Pink Floyd, Genesis, among others. With its liberal on-air format, however, KNAC also played album tracks or songs by the more popular rock music artists that other radio stations would generally not play. In addition, KNAC broadcast artists that received less airplay on more commercial rock stations. These artists could include anyone from San Francisco Bay Area psychedelic music act It's a Beautiful Day, blues rock group Electric Flag, to progressive rock acts such as the Moody Blues. Some rhythm and blues, soul and funk artists including Sly and the Family Stone, B.B. King, Chambers Brothers and Funkadelic were also heard on KNAC. The station's owners during that period were Jim and Claudia Harden.