“Promoting local talent is one of her priorities and teaching local artists the business side of the music industry so they can get their music in rotation on the radio is something Stormm is very proud of…”
The “Princess of St. Louis,” or Princess Stormm to most, is celebrating 15 years in the radio industry this month. The cool and sassy radio personality is the assistant director for Hot 104.1 and 96.3 R&B for the Lou. Her dynamic career includes memorable interviews ranging from A-list celebrities to emerging fashion entrepreneurs, allowing her to share diverse stories and voices with her St. Louis audience.
Stormm is a trendsetter, entertainment influencer, and media maverick, who is also making an impact in fashion. Her unique fashion style matches her notable personality, but her heart beats for those in need in her community, so partnering with the St. Louis Area Diaper Bank and other local organizations will always spark her passion to help.
“This milestone has given me the incredible opportunity to connect with listeners and shape the entertainment landscape in our community,” Stormm said.
The University of Missouri-St. Louis (UMSL) graduate grew up in the Ville neighborhood and describes her beloved city as “The best place in the world.” She comes from a big family, so holiday gatherings featured at least 100 people in the house. Her mom, the ‘‘chief’’ in the family, taught the radio personality the importance of hard work, responsibility, and making a difference in her community. Sometimes, that mission came with a lot of pressure but Stormm said she wouldn’t change any of it.
“Being the chief’s daughter, I had to be on point, but I’m grateful for everything she taught me,” Stormm said.
While attending UMSL, Stormm didn’t have plans to go into radio. She comes from a family of educators and wanted to be an early childhood teacher. However, after teaching in a classroom of nearly 30 students, she soon realized it was not for her. After talking with her college advisor Stormm developed an interest in radio and earned an internship her junior year at Hot 104.1, working weekends and the night shift. From there, the flame was lit.
“I would bring my homework to the radio station and what made it so cool is I was able to apply what I was learning in class to my internship,” Stormm said.
Some 15 years have passed, but Stormm is still going hard for her city, trying to meet the needs of the listeners, creating trends, and trying to make her community better. Being in her position at such a young age, Stormm has dealt with a lot of drama overseeing two radio stations, while managing the stress that comes with trying to put out the best music, coordinating contests and prize giveaways. Thankfully, Stormm is not afraid to ask for help and believes in being a team player. She loves collaborating with her team to create fresh ideas. Her mantra for her team is ‘be that person in radio that you always wish you had.’
Promoting local talent is one of her priorities and teaching local artists the business side of the music industry so they can get their music in rotation on the radio is something Stormm is proud of. She coaches them on production or registering their music. The local hour ‘Hottest Around The Arch’ took a major hit during the Covid-19 pandemic but Stormm led the fight to get that segment back on the radio. “Getting Hottest Around The Arch” back means a lot to me,” she said. “It’s opening up the floodgates for local artists to have their music heard.”
Stormm takes her passion for helping others a step further by using her platform to improve the lives of the communities she serves. Stormm implements mental health awareness segments at both stations, sharing resources to raise awareness about issues like prostate cancer, and diaper insecurity. Partnering with St. Louis Area Diaper Bank, she spearheaded a campaign that brought in over 67,000 donated diapers for families in need last year.
Jerrica Franks, outreach manager at St. Louis Area Diaper Bank said partnering with Stormm helped the organization increase donations because it allowed them to reach more families.
“ It’s been amazing having her advocate for us,” Franks said. “Her segments on the radio allow us to reach more people in the community.”
Her community involvement goes even deeper because Stormm serves as the president of Will’s Way Inc., a nonprofit focused on empowering youth through education and healthy living. Stormm is also the creator of St. Louis Women United, a brunch series that empowers and inspires women. Stormm created Stormm Styles, a fashion blog that helps multicultural fashionistas highlight their inner swag, and she is the CEO of A Princess Within, a mentoring program for young ladies.
“I’m not perfect, but I know the work I’m doing is coming from a good place,” she said.
Ashley Winters is a Report for America reporter for the St. Louis American.
Princess Stormm is a great role model for the community. She represents culture and dignity.