Originally, the station was licensed to Rosenberg, Texas. It signed on the air on January 7, 1969, as KFRD-FM, the sister station to AM 980KFRD. KFRD-AM-FM simulcast a country music format. Since being owned by Univision, and its predecessor Tichenor Broadcasting, 104.9 has switched formats many times. It was once in simulcast with 93.3 KQBU-FM Port Arthur as both Spanish Adult Contemporary "K-Love" and Regional Mexican "Estereo Latino". After it broke off the simulcast with 93.3, 104.9 became an English language station once again, as "The House Party, 104.9" featuring a Rhythmic Contemporary format targeting second and third generation Hispanics. Once the 104.9 facility was moved from Missouri City, Texas, to Deer Park, it simply rebranded as "Party 104.9". The 104.9 facility has moved its city of license on 2 separate occasions. Having originated in Rosenberg, it then was moved to the Wells Fargo Bank Building in downtown Houston, and relicensed to Missouri City. After a few years, Univision moved 104.9 once again, as well as increased power of the station to 10,500 watts. This time, 104.9 relocated its transmitter to the historic East End of downtown Houston's Ennis Street tower, which has historically housed both Univision co-owned 102.9 KLTN, as well as the original sister to 102.9, 1230 KNUZ. With the change to physical location at the Ennis tower, KAMA also changed COL again to its current Deer Park license. 104.9 also gained a simulcast partner as 105.3, licensed to Crystal Beach, Texas, became Party as well. Univision applied for and was granted a similar call sign to 104.9's KPTY, with 105.3 becoming KPTI during the simulcast and remaining with those call letters until it took over KPTY after the end of the Party format on 93.3.
"Amor" and "Tu Musica"
On December 4, 2007, the station dropped the Rhythmic Contemporary "Party" format and became "Amor", a Latin pop format aimed at adults. The rhythmic "Party" format and the KPTY call sign were moved to 93.3 FM in Port Arthur, Texas, replacing Regional Mexican KQBU-FM. 104.9 remained in simulcast with 105.3 KPTI Winnie until 105.3 was sold to Excel Media. “Amor” competed with 101.1 KLOL and 107.9 KQQK in the Regional Mexican format. In January 2008, Univision rebranded KAMA-FM from "Amor 104.9" to "104.9 Tu Musica".
"Latino Mix"
On September 28, 2014, KAMA rebranded as "104.9 Latino Mix". The new branding focuses more on Spanish rhythmic music, such as Reggaeton, as well as Bachata. On December 1, 2017, sister station 93.3 KQBU-FM left its Regional Mexican format to simulcast with KAMA-FM. This gives KAMA-FM a strong signal to the Houston market, as well as serving the Golden Triangle, including Beaumont, Port Arthur, and Orange.
