On January 11, 1983, XETRA-FM flipped to an alternative ‘Cutting Edge of Rock’ format and forever changed the radio landscape.

Serving humanity from a radio tower on a big hill in Tijuana, MX and broadcasting to San Diego, Southern California and the world, 91X has remained a cultural icon and boasts one of the most recognized radio brand logos in the world.

Recognizing the station’s contributions to generations of listeners in San Diego, 91X received a State Proclamation from California Assembly Members Brian Maienschein and Christopher Ward, as well as a Mayoral Proclamation by San Diego Mayor Todd Gloria, for January 11 to be “91X Day.” Mr. Maienschein stopped by 91X Studios to personally deliver the Assembly Resolution to 91X, while also touring the station and meeting 91X staff.

91X Program Director Garett Michaels said, “What a monumental day for 91X!  Making it to 40 years would not be possible without the contributions of many creative rebels over the years who have kept the flame going on this 100,000 watt radio blowtorch. Thank you Max Tolkoff, the first 91X DJ, early rebellion leader and eventual program director, for pushing the button to launch this icon. Today’s our birthday, but we will be celebrating all year. Stay tuned.”

Local Media San Diego Managing Partner, President and General Manager Gregg Wolfson said, “91X represents the finest of our company principles to entertain, service, inspire and connect San Diegans through the power of live & local radio. What an incredible achievement for the many 91X team members that have made incredible contributions over the past 40 years. Thanks to all our listeners, artists, clients, partners, and friends for all your support.”

91X is owned by Local Media San Diego, LLC, a San Diego-based media company.  LMSD also owns and operates 100.7 BIG-FM (KFBG), Z90.3 (XHTZ-FM), MAGIC 92.5 (XHRM-FM), Local Media Digital Labs, a locally-focused digital solutions provider, Local Media San Diego Events for lifestyle event production, and offers in-house video and audio production.