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About Frequency Sales

Frequency Sales, LLC is a manufacturers representation firm that was created out of a passion for audio technology and a drive for sales success. Frequency Sales is committed to offering only the best representation for the best that the audio market has to offer. Frequency Sales specializes in covering the Illinois and Wisconsin markets where our relationships run deep and are rooted in trust and based on mutual success. With over a decade of audio and sales experience under our belt we are confident that we can help your organization exceed your objectives.

Gene Williams, Owner Frequency Sales, LLC

Gene Williams

Founder and President

Mr. Williams, the Founder and President of Frequency Sales, LLC, is an audiophile who’s passion for all things sound and engineering has been growing since he was old enough to hold a guitar and slide the knobs on a mixer!

Frequency Sales, LLC started as a dream many years before becoming a reality in early 2010. Prior to founding Frequency Sales, Gene served Guitar Center in a managerial capacity for 7 years, all the while focused on the training, development and sales success of the Pro-Audio Department. Prior to moving to the Manufacturing side of the audio business, Gene was awarded the Guitar Center National Award for Outstanding Service for offering internal and external customers top-notch service and support.


Most recently Gene was the National Sales Manager for PreSonus Audio Electronics where he was a part of and leader for the team that achieved success in expanding the distribution of the PreSonus line and sales success directly related to those activities.


When not out representing the best the industry has to offer, Gene enjoys spending time at home with his wife and kids and playing in his home studio.


James L Allen

James L. Allen

Account Manager, Retail Channel


"I am honored to be a part of the Frequency Sales family! To join an organization that has a wealth of knowledge and knows how to use that knowledge to make a positive impact on its customers is a dream come true!"

James Allen is Top 40/Dance DJ and gear head from Milwaukee, Wisconsin. His passion for live sound, recording and production grew after taking a multi media authoring and production class at his alma mater, Marquette University in the fall of 2001.


Prior to Frequency Sales, James served Guitar Center in various managerial roles at the store level. It was his passion for audio coupled with his dedication to customer service that helped him become the “go to” DJ and live sound expert. Because of James’ positive attitude and his ambition to exceed customer expectations, he was awarded the Guitar Center National Award for Outstanding Service in 2004. In addition, his competitive spirit and love for gear allowed him the opportunity to win many monthly incentive contests including Guitar Center’s 40th Anniversary trip to London, England.


Most recently, James has completed his MBA at Cardinal Stritch University in Milwaukee and is currently pursing a second Masters Degree in Management. When not out representing the best the industry has to offer, James enjoys spending time at home with his wife and two children and DJing across the Mid West.


Carl Schwartz

Carl Schwartz

Applied Systems

Carl began his music industry career over 30 years ago as the owner of Main Music (a full line music store including custom guitar repair) in Skokie, IL. After selling the retail operation he formed PowerLines Marketing, a manufacturers’ rep firm, covering the Midwest territories. His representative career is highlighted by long term relationships with local dealers as well as manufacturers including a 25 year stint as the Midwest sales rep for Crest Audio.


Carl has received many awards over his career, including: Rep of the Year, outstanding performances, high quota achievement and many more. He was also recognized with special honors and trips to foreign countries. The list of manufacturers has worked with is vast, including: Crest Audio, CAE/Lepricon, Renkus-Heinz, Sennheiser Electronics, PreSonus and Tannoy. Most recently, Carl was principle and founder of PowerLines Marketing. Many of the manufacturers he represented at PowerLines are now at Frequency Sales allowing Carl to continue his deep relationships and great service to them and his dealers. When Carl is not servicing his clients, he enjoys reading, listening to music, and continually being upset by the Chicago Bears.


Lucas Anderson

Lucas Anderson

Account Manager

Lucas Anderson spent all of his money earned from his first job, at a sandwich shop, on a home studio. As soon as signal passed through, from Presonus Firepod to Fostex monitors, he knew audio would be his future. He went to Full Sail University and graduated Valedictorian of his class. After graduation he worked with studios outside of the Washington D.C. area engineering sessions for local artists. He then accepted a position with Sweetwater Sound as a Sales Engineer. He helped people all over build the studios and PA systems of their dreams. Looking to break out of the cubicle, Lucas took the job with Frequency Sales ready to create and maintain relationships with Music Stores and System Integrators in the Wisconsin and Illinois area.


Off the clock, Lucas likes to travel around to different zoos and drink craft beer. He also still actively records in his home studio (which has upgraded since the Firepod) and local Milwaukee studios to keep up his chops.