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Alice
DJ Riding High
Sterling
James (B.A., '95) is cruising over the Bay Bridge, heading
toward her home in Albany after finishing a 10 a.m. to 3 p.m. shift at
Alice@97.3 FM.
The sultry-sounding disc jockey, whom listeners have come to know during
the last seven years for her sassy one-liners and interviews with Sting,
Seal, Alanis Morrissette, and Lenny Kravitz, is chatting on a cell phone
about her days at SFSU. During the mid-1990s she had a weekly on-air slot
and was the promotions director at campus station KSFS.
"I learned how to work with the local radio reps and produce my own
show," said James. "I was spinning vinyl back then."
While still a student, James landed an internship at now-defunct "Classic
Soul" KSOL and within two years went from part-time DJ to "The
Morning Show" producer. She left when the station went to an all-Spanish
format.
"There is no doubt that the fact that I had a BECA degree from SFSU
helped me get that job," said James. "Whenever I speak at job
fairs I'm always stoked to say that I went to SFSU."
The DJ visits Professor Rick Houlberg's broadcasting classes each year,
giving students the latest buzz inside the music industry.
"She exemplifies the hard work necessary to survive the business
these days," Houlberg said.
James was promoted to the mid-day lunch shift at Alice last year after
paying her dues for six years on the 8 p.m. to 1 a.m. shift. Out of college
less than a decade, James knows she's lucky to have such an incredible
job—and she never had to leave the Bay Area to find it.
"I can't believe I get paid to do what I do," she said. "I'm
waiting for the reality police to come along."
-- Adrianne
Bee
 
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