A true Bay Area native, Sterling James first hit the air in 1985 at her high school radio station and never looked back. Your “Bay Baby”, as her fans and family affectionately call her, got her BA in Radio and Television from San Francisco State University and then launched a thriving career as a radio DJ, event host and TV personality.
She worked her way up from the Street Team at KSOL to morning show producer/co-host and public affairs director. That experience led to a key hire as the first live DJ on then newly launched Alice@97.3 (1996). Sterling helped drive Alice’s meteoric success for the next 10 years as the night and later midday DJ, cementing her place in Bay Area Radio.
After leaving Alice@97.3, Sterling was quickly picked up by San Francisco stations 102.9 KBLX (weekends/fill-in) and Energy 92.7 (middays). She worked on air at both stations simultaneously for close to a year and a half until KBLX contracted Sterling full-time.
After 14 years on air holding down the mid-day shift at KBLX, the financial impact of COVID, forced her departure from the station in good standing.
Over the years Sterling has also been actively involved with some of the Bay Area’s most notable festivals and events. Either as host/emcee, stage manager, production assistant or all of the above. Some of those events include: Power To The Peaceful, North Beach Jazz Festival, Art n Soul Oakland, Carnaval SF, Napa Valley Jazz Getaway, Life is Living, Brave New Voices, Bringing The Noise For MLK, Stone Soul, Stern Grove, SF Pride and The Crucible’s Hot Couture.
Whether on stage or back stage, Sterling’s deep community roots, recognizable voice, attention to detail, varied skill set, and strong brand, position her for many more years serving the Bay Area.
James is firmly rooted in her hometown of Berkeley with her husband, Bay Area Percussionist Adrian Isabell and their daughter, “Baby Girl”.