Larry Mills
New York,NY
Summary
Accomplished leader with a proven track record at Sony Music Publishing, Getty Images, We Are The Hits and Pex. Adept in strategic leadership and partnership development. Spearheaded initiatives that dramatically increased revenue and customer acquisition. Expert in music publishing with deep and longstanding relationships with top level executives at major and independent music publishers. Deal maker and team player with a flair for public speaking and driving business growth.
Overview
17
17
years of professional experience
Work History
SVP, Sales
Pex
04.2021 - Current
- Sales and strategy lead - with a team from 4-8 people over the past 3 years. Main task was to re-position our company and our products, while driving increased revenue and customer acquisition.
- Headed team tasked with overhauling and rejuvenating an established product, while developing and driving market adoption of a new product and service - currently focused on the music publishing market.
- Delivered on both - increasing sales of the existing product while creating an overall 50% growth in revenue in 8 months. Tripled the number of customers.
- Created and implemented a top to bottom sales, marketing and PR strategy with a small budget.
CEO/Founder
We Are The Hits
04.2011 - Current
- Founded and ran the ground breaking We Are The Hits (WATH) , which was the first Music Publishing focused MCN on YouTube.
- First company to pre-clear synch rights for YouTube from all the major music publishers, as well as the vast majority of independent publishers. Over 50 direct music publishing deals.
- Paid out over $15 million dollars to content creators and music publishers over the life time of the company.
- Handled all negotiations with YouTube, Music Rights Organizations, Music Publishers, Creator Companies, Brands and Advertisers.
- Sold WATH to Pex in April of 2021.
VP, Strategic Partnerships
Sony ATV Music Publishing
01.2011 - 09.2012
- Developed the new strategic partnership role at Sony/ATV, leveraging music publishing rights to new digital services/opportunities - most notably around the burgeoning content creator market on YouTube.
- Negotiated and closed millions of dollars worth of deals with licensees - global brands, major marketing campaigns.
- Created and started We Are The Hits (WATH) - which was the first of its kind music publishing MCN on YouTube.
- Acquired WATH from Sony and ran it profitably for 10 years in advance of successful exit with sale to Pex.
Director, Music Products
Getty Images
08.2007 - 01.2011
- Lead the team tasked with working globally to integrate music products within the Getty Images system post acquisition of Pump Audio.
- Collaborated with sales, product, marketing and executive team to rollout a coordinated global launch in over 20 territories. This launch included; multiple languages and currencies, differing legal requirements by country, territorial sales strategy and pricing.
- Taught music licensing to the global sales teams (over 300 worldwide) which created over $10MM in increased music specific revenue.
- Worked as an ambassador to the larger music industry, closing first of their kind licensing deals with major rights holders (labels and publishers).
Education
Bachelor of Arts - Journalism/Business
Indiana University
Bloomington, INSkills
- Business Development
- Strategic Leadership
- Operational Expertise
- Public Speaking
- Team Building
- Sales and Marketing
- Revenue Generation
- Music Publishing Expert
- Staff Development
- Partnership Development
Timeline
SVP, Sales
Pex
04.2021 - Current
CEO/Founder
We Are The Hits
04.2011 - Current
VP, Strategic Partnerships
Sony ATV Music Publishing
01.2011 - 09.2012
Director, Music Products
Getty Images
08.2007 - 01.2011
Bachelor of Arts - Journalism/Business
Indiana University
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