A serial entrepreneur, Larry Mills has forged his way in the entertainment business over a 25-year career, which has seen him start Record Labels, Marketing Companies, Management Companies, and most recently as Co-President of music licensing company Tresona Music.
Tresona is the world’s leader in the issuance of custom arrangement licenses. Tresona exclusively represents the catalogs of Sony/ATV, EMI, Universal Music Publishing, Kobalt, BMG, the catalogs of Hal Leonard, Disney and nearly 7,000 other music publishers for these rights.
Tresona’s world class technology makes the licensing process seamless, and currently works with nearly 10,000 performing ensembles worldwide.
Larry’s career started with a company he founded called Steam Records, which was started in the kitchen of his apartment in Atlanta back in 1992. Steam put out early releases by Rusted Root, Lisa Loeb, Shawn Mullins, Kristian Bush (Sugarland) and others.
Soon after starting Steam, Larry was brought in to run Autonomous Records, another independent label which spawned the careers of Sister Hazel and Creed. Autonomous was sold to Roadrunner Records in 1997.
After that acquisition, Larry was brought in to run marketing for Pump Audio, the independent music licensing company, which was ultimately sold to Getty Images. After the acquisition, Larry ran the music division of Getty Images for 3.5 years.
In 2011, Larry was recruited to be the VP, Strategic Marketing for Sony/ATV Music Publishing. During his tenure, he conceptualized and realized We Are The Hits, which is an on-line music video network, predominantly on YouTube, which allows the aspiring artists of the world to share in the advertising revenue from their cover songs, legally. Currently WATH generates over 3 Billion views a year on YouTube and pays out millions of dollars a year to both songwriters and independent artists.
Larry acquired WATH in 2013 from Sony, and at that time partnered with Tresona.