During the late 1970s, KSFX had a brief run with a disco format. By late 1974, the station veered towards a dance/soul-flavored format.
At that time, KSFX aired a top 40 "Musicradio" approach, similar to WABC in New York City. KGO-FM changed its call sign to KSFX in early 1971, keeping its progressive rock format until May 1973. By the late 1960s, as the Federal Communications Commission (FCC) began requiring FM stations to offer separate programming from that of their AM counterparts, KGO-FM, like other ABC-owned FM stations, was an outlet for Love, an automated progressive rock format. In earlier days, it simulcast its sister station, KGO (810 AM), occasionally airing a stereo version of The Lawrence Welk Show.
The former ABC Radio-owned station started on Novemas KGO-FM.
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