Larry Frazin has the reputation of being one of the most artist friendly managers in the music industry. After paying his dues at MusicVision, where he spent eight years, Larry Frazin branched out on his own to establish Platinum Music. Platinum quickly became one of the premier radio promotion and marketing firms in the United States.

Separate Platinum divisions were established to provide film companies with marketing services geared towards motion picture soundtracks, and to provide artist management. Under this latter division, Larry Frazin began managing Paula Abdul, who at the time was known only as a choreographer. What happened next is the stuff of legend: under Larry Frazin’s guidance, Paula Abdul sold over twenty million albums with six #1 singles, won four MTV Awards, two American Music Awards, and one Grammy. "Working with Paula was a great honor and a great opportunity," Larry Frazin recalled. “Paula was one of the biggest phenomena to hit America in the early 1990s.”

Larry Frazin was later chosen to the helm of David Foster’s 143/Atlantic Records label, as Foster’s handpicked president. During his tenure, 143 saw success after success, with artists such as The Corrs, Christian Teen sensations Plus One, and multi-platinum selling star Josh Groban.

Today Larry Frazin is co-owner of his own label, Across The Universe Records. The label is using technology to beat the major label, creating and distributing content quickly and for a fraction of the cost incurred by the big boys. Electric Guest, the first Across The Universe artist, has sold more than 250,000 singles.
But the project nearest and dearest to Larry Frazin is LIV GRN, an environmental sustainability project he owns and co-founded. “After many years in the music business, I thought it would be great to be a part of the emerging eco-culture,” he says. The first LIV GRN project is a line of organic clothing, available in boutiques nationwide and online. “There just wasn’t a cool, affordable, organic clothing line in the marketplace.” LIV GRN donates ten percent of its sales to Global Green USA, one of the world’s largest green charities. “Global Green USA is involved in so many amazing projects,” Larry Frazin says.

Larry Frazin says next chapter for LIV GRN will be LIV GRN WTR, focusing on the world oceans pollution and solutions to clean it up.