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).
WLLV's sister station in the Louisville market is Urban Gospel WLOU(1350AM) which is simulcast on 104.7 FM (W284AM, Middletown, KY and W284AD, New Albany, IN). Occasionally, WLLV and WLOU will simulcast programming.