The station signed on in 1941 as WINN(AM), a pop station and Mutual Radio Network affiliate. In 1961, the station turned to Country & Western music and remained so until late 1982, when it was sold to a group of African-American pastors from the Chicago, IL area. The format changed to Traditional Black Gospel music, and the call letters changed from WINN(AM) to WLLV(AM). At times, WLLV simulcasts with its sister, WLOU(AM).
WLLV's sister stations in the Louisville market are Urban Gospel co-owned WLOU(AM) and LMA (lease management agreement, once co-owned) Spanish WTUV(AM).