91X

What 91X does

91X (XTRA-FM 91.1) is a privately held alternative rock radio station headquartered in San Diego, California, founded in 1983 and operated by Local Media San Diego, LLC, which also runs sister stations MAGIC 92.5 and Z90. The station broadcasts at 91.1 FM over a licensed frequency serving San Diego County and distributes the same programming via a web-based Listen Live player, iOS and Android mobile applications, and a YouTube channel featuring X-Sessions live performance recordings. Its core product is a curated alternative rock format anchored by signature weekly shows — Loudspeaker (hosted by Lou Niles and TJ), Planet Nü Nü, Beer for Breakfast, Church of Bob, and Resurrection Sunday — plus recurring features such as the 91X Top 91 Countdown, A to XYZ playlist, and Local Break for San Diego musicians.

The business operates a diversified revenue model built primarily on radio advertising (on-air airtime sold to local San Diego businesses) and event sponsorships (including the Big Bay Boom Fourth of July broadcast partnership with the Port of San Diego, the 7th Annual Dia De Los Deftones festival at Petco Park, and the Capital of Craft Beer Festival). Secondary revenue streams include contest and giveaway programs funded by sponsors (concert tickets, Padres luxury suites, Disney cruise giveaways), a Shopify-powered 91X Store selling branded merchandise, a concert presale newsletter, and ticket-presale partnerships with national touring acts. Distribution spans FM broadcast, digital streaming, mobile apps, YouTube, email newsletter, and live event venues across San Diego.

The target audiences are segmented into San Diego music enthusiasts (alternative rock listeners and local band supporters), local San Diego businesses purchasing advertising, and San Diego musicians and bands seeking airplay and show promotion. The station has no AI/ML capabilities disclosed and does not publish financials; it functions as a traditional broadcaster with event-driven monetization layered on top of its core radio franchise.

Name

91X

Legal name

Local Media San Diego, LLC

Website

https://91x.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

51–100 employees

Short description

91X is a privately held alternative rock FM radio station at 91.1 MHz in San Diego, founded in 1983 and operated by Local Media San Diego, LLC, serving San Diego County listeners with broadcast, digital streaming, mobile apps, live events, and merchandise.

Ownership category

akta.pro rank

Product category

Radio Broadcasting

NAICS

Radio Broadcasting Stations (516110), Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Independent Local Radio Stations (MPABACAD)

akta.pro secondary industry

Local Radio Station Groups (Owned & Operated/Station Chains) (MPABACAC)

Keywords

• Alternative rock radio
• FM broadcasting
• Radio advertising
• Digital audio streaming
• Local music events

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Radio Advertising: Traditional radio advertising model where businesses purchase airtime to reach 91X's San Diego audience
2. Event Sponsorships: Sponsorships for station events including concerts, festivals, and community events like Big Bay Boom and Dia De Los Deftones
3. Contest and Giveaway Programs: Contest giveaways including concert tickets, prizes, and experiential rewards funded by sponsors

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

91X is an independent alternative rock FM radio station broadcasting at 91.1 MHz in San Diego, California, founded in 1983. It curates and broadcasts alternative, indie, and local music programming through on-air shows, digital live streaming, a mobile app, and a YouTube channel, while producing live community events, concerts, and contests. The station is supported by on-air advertising, event sponsorships, and branded merchandise sales.

Product overview

91X is a San Diego-based alternative rock FM radio station (91.1 FM) established in 1983, operating as part of Local Media San Diego. The station offers a portfolio of core and ancillary products centered on its radio broadcast and music discovery mission. Core offerings include the 91X FM Radio broadcast, Listen Live streaming, and original programming including Loudspeaker, Planet Nü Nü, and Beer for Breakfast shows. Supporting products include the 91X Store e-commerce platform, X-Sessions video series, curated playlists (91X Playlist, Top 91 Countdown, A to XYZ), Local Break music discovery feature, newsletter subscription, and a mobile app. The station focuses on alternative and independent music, local San Diego scene coverage, and craft beer culture in the region.

Differentiator

Problem solved

Functional benefit

Products and services

• 91X FM Radio Broadcast Core 24/7 alternative rock FM radio broadcast at 91.1 MHz targeting San Diego County listeners, featuring curated music programming, on-air DJ shows, contests, and community event coverage. Free to listeners, supported by on-air advertising and event sponsorships.
• Listen Live Streaming Live digital audio streaming of the 91X FM broadcast delivered through a web-based player (player.listenlive.co/36281), enabling real-time online and mobile listening for audiences outside the FM coverage area.
• 91X Store (Merchandise)

Quantifiable outcome

• Over 40 years of continuous broadcasting as San Diego alternative music station
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Port of San DiegocoreGTM or Marketing Partner91X partners with Port of San Diego for the Big Bay Boom, California's largest fireworks show, providing radio broadcast of the fireworks soundtrack live on 91X during the Fourth of July event
• Petco ParkcoreGTM or Marketing PartnerVenue for major station events including 7th Annual Dia De Los Deftones festival and Padres Luxury Suite Contest experiences
• Harrah's Resort SoCalminorGTM or Marketing PartnerSponsor of Passport to the Pitch viewing party and SoCal Taco Fest events featuring 91X branding
• San Diego Brewers GuildcoreStrategic or Co-development Partner91X supports craft beer industry through Beer for Breakfast segments featuring local breweries and coverage of events like North Park Festival of Beers and Capital of Craft Beer Festival
• San Diego Music FoundationminorGTM or Marketing PartnerStation supports San Diego Music Foundation through promotion and coverage of San Diego Music Awards
• Local Media San DiegocoreOthers91X is owned and operated by Local Media San Diego, LLC alongside MAGIC 92.5 (92.5 FM) and Z90 (90.3 FM) stations
• Carnival CruisesminorGTM or Marketing PartnerSponsor of Big Bay Boom Independence Day fireworks event
• Manchester Grand Hyatt San DiegominorGTM or Marketing PartnerSponsor of Big Bay Boom Independence Day fireworks event
• USS Midway MuseumminorGTM or Marketing PartnerSponsor of Big Bay Boom Independence Day fireworks event

Scale indicators3 records

Recent moves6 records

Direct peers

• KTCL 93.3 FM: Denver-based alternative rock radio station with similar format focus, local event integration, and digital streaming offerings. Comparable mid-market independent alternative rock station with similar audience demographics.
• KEXP 90.3 FM: Seattle-based independent/alternative music station with strong digital streaming presence and live performance video series (similar to 91X's X-Sessions). Comparable focus on music discovery and local scene support.
• KNDD 107.7 'The End': Seattle modern rock/alternative radio station with strong digital presence and event programming. Comparable format competitor with similar local music scene focus and digital extensions.
• KROQ 106.7 FM: Los Angeles-based alternative rock radio station with similar format, audience demographic, and event-driven business model. Direct format competitor in the Southern California alternative rock space and the most comparable station to 91X.
• Live 105 (KMVQ): San Francisco Bay Area alternative rock station with similar independent music focus, event partnerships, and digital streaming extensions. Closest geographic and format analog on the West Coast.

Broad incumbents

• Audacy (formerly Entercom/CBS Radio): Major radio broadcaster operating numerous stations including alternative rock formats across multiple markets. Broad incumbent competitor with scale advantages in digital streaming and podcast distribution.
• iHeartMedia: Massive multi-format radio broadcaster owning hundreds of stations nationwide, including alternative rock stations in major markets. Represents the broad incumbent competitor and consolidator that could enter or acquire in the San Diego market.
• SiriusXM: Satellite and streaming radio service with dedicated alternative rock channels (e.g., SiriusXM's Alt Nation). National-scale competitor that captures advertising and subscription dollars from 91X's potential audience and advertisers.
• Cumulus Media: Large-scale radio operator with alternative rock stations in multiple markets. Industry consolidator and broad incumbent comparable in operational scale and format mix.

Emerging players

• Spotify: Global streaming music platform with editorial alternative rock playlists and artist promotion tools. Not a direct radio competitor but represents the secular substitute that is eroding traditional radio listening and advertising spend.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/91xrocks
• Xx.com/91x
• Facebookfacebook.com/91xsandiego

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 91X