About Backbeat Marketing
Backbeat Marketing is a premier manufacturers’ representative firm serving the Midwest. We specialize in connecting innovative Music Industry and A.V.L. (Audio, Video, Lighting) manufacturers with high-quality retail and integration businesses. Our mission is to build strong, results-driven partnerships that empower our clients to deliver exceptional solutions to their customers.
Meet Our Team
James L. Allen
President | Principal
James Allen is an AV / MI / DJ Industry veteran with over twenty years of award-winning experience. His passion for the industry grew dramatically after taking a multimedia authoring and production class at his alma mater, Marquette University, in the fall of 2001. James has a unique 360-degree view of the industry, having served in music retail, as a manufacturerâs representative, as a Sales Manager with a manufacturer, and as an AV integrator. This provides him with the insights, skills, and expertise needed to âbuild sales bridgesâ between manufacturer, dealer and end user.
James is married with two college-age children. He has spent much of his music career as a Top 40 / Dance music DJ. Heâs been involved in the Milwaukee music scene for over two decades. Away from music, James enjoys spending time with his family, traveling, coaching youth/high school basketball, and smoking the meats!
Will RodriguezÂ
Regional Sales Manager
With over 25 years in the music and audio industryâplaying guitar, DJing, and recordingâWill has built a career blending creativity with technology. He spent a decade in MI/AV retail, helping clients design everything from home studios to full-scale nightclub installations. For the past nine years, Will has led a Customer Success team, using his nearly two decades of experience to strengthen and grow relationships with key customers and accounts. His focus is on creating seamless partnerships and delivering exceptional support.
Outside of work, Will enjoys spending time with his wife and their two childrenâone who recently graduated from college and another about to start. When heâs not working on recording projects, heâs likely out fishing or perfecting his barbecue & âsmoking the meatsâ skills.
Our Mission
At Backbeat Marketing, we believe that every brand has a unique rhythm. Our mission is to amplify that rhythm and build sales bridges to connect Music Industry and A.V.L. manufacturers with top-tier retail and integration partners. We drive growth through strong partnerships, ensuring that our strategic, creative, and data-driven solutions will make a positive impact.
