WAVE 105 DJ Steve Power is celebrating a decade in business this year.

The popular breakfast presenter, who goes on air at 5.30 am every morning, has been juggling his radio work with running his own media company.

Steve, 39, runs Talk of the Devil, which provides a range of services including training new artists how to deal with media interviews.

He has worked with scores of fledgling stars ranging from S Club 7 to Lucie Silvas, Ash, Westlife and Billie Piper.

"After I set up Talk of the Devil, one of my first calls was from Virgin Records'' said Steve, who has worked in the radio, TV and record industry for 19 years.

"They were putting together a band and asked me to do some mock interviews with them. It was the Spice Girls! I still have the tape."

Memorable students have also included Jamelia who called to invite him to dinner after hitting the big time. "That was nice,'' he said. "She's very nice, very down to earth. It felt a bit like a teacher when their old pupils come back.''

Steve adds: "It's not a Monday to Friday job. Record companies have times of the year when they spend on new artists so work tends to all pour in at once.

"Ninety five per cent of it is confidence-building. Many are straight out of school and don't have good stories to tell or know how to put themselves across.

"It's good to see the results. I did some sessions with S Club 7 and remember seeing one of them on TV using a technique I'd taught them and thinking 'great, it works.'"