Berbon "Bubba" Sullivan was born in Helena, Phillips County, Arkansas, in 1940 and was raised in Wabash and Elaine, Phillips County, Arkansas.
Sullivan grew up listening to local blues musicians on King Biscuit Time, which aired on Helena's KFFA radio station. In 1986 Sullivan and Jerry Pillow organized the first King Biscuit Blues Festival in Helena, starring blues legends Robert Lockwood Jr., Pinetop Perkins, CeDell Davis, Sam Carr, James Cotton, and Frank Frost.
Early in his career, Sullivan worked on his family farm and in sales. In 1987 he opened Bubba's Blues Corner, a music store that has become a destination for musicians from around the world. Sullivan has served as the historian of the Sonny Boy Blues Society, which produces the annual King Biscuit Blues Festival.