In Memoriam: Jim Mathews, 1954-2022

WALNUT CREEK, CA — James “Jimmy” Mathews, probably best known as the founder and principal of Plus Four Marketing, passed away this week. He was 68.

Born in 1954, Mathews attended Del Valle High School in the San Francisco suburb of Walnut Creek, and had deep roots in music and audio, having played the drums and formed a band when he was just ten years old, encouraged by his mother who was a singer in the big bands during the swing era. Mathews soon developed a strong interest in audio equipment as he could see how much gear could help the band improve its sound and performances.

Mathews began his pro audio career at retailers Leo’s Music / Pro Audio in Oakland, CA; Sound Genesis in San Francisco; and Just Noticeable Difference (JND) in Marin, building his career from the ground up, learning from the best and brightest in the industry. In the 1980’s, he was began mixing front of house and worked with both local bands in San Francisco’s vibrant music scene as well as doing fill-in FOH engineering for top artists such as Huey Lewis, Tower of Power and the Gregg Allman Band, for whom he served both as FOH engineer as well as tour manager.

Having worked in music and pro audio retail, Mathews had a solid understanding of gear and trends in audio products, which set him up perfectly to establish his own independent rep firm. Plus Four Marketing was established in 1984 with the JBL line and soon grew to include other products.

Under Mathew’s leadership, Plus Four Marketing grew into an award-winning manufacturers’ rep firm known for providing dealers and integrators in Northern California and Northern Nevada with comprehensive technical and design support along with thorough product knowledge and responsive and efficient administrative services.

With his friendly nature, Mathews had many friends throughout the industry and will be missed by all who knew him. Rest well, old friend.

At press time, no plans memorial plans had been announced.