From the late 1960s, new manager Sid Seidenberg pushed King into a different type of venue as blues-rock performers like Eric Clapton (once a member of The Yardbirds, as well as Cream), and Paul Butterfield were popularizing an appreciation of blues music among white audiences. King gained further visibility among rock audiences as an opening act on the Rolling Stones' 1969 American Tour. He won a 1970 Grammy Award for his version of the song "The Thrill Is Gone;" which was a hit on both the Pop and R&amp;B charts. It also gained the number 183 spot in "Rolling Stone" magazine's "500 Greatest Songs of All Time".