Larry Frazin spent eight years with Music Vision, which at the time was one of the biggest national record promotion firms in the United States. He ventured into his own company and formed Platinum Music. A separate division was Platinum Management. Among his earliest clients was an unknown choreographer named Paula Abdul.
Larry Frazin and his partner guided Abdul through her earliest success as a solo artist, including her six number one singles, her Grammy award, her 30 million in album sales, her four MTV music awards, and her two American Music Awards. In recognition of these achievements, US magazine named Larry Frazin its Artist Manager of the Year in 1990, one of the management industry’s most prestigious and highly sought after awards.

"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, and she was America’s sweetheart. Her determination was relentless. The success was an education on a rocket ship.”
Now Larry Frazin has turned his attention to the green movement. He is co-founder of LIV GRN, a sustainability project established to bring public awareness to environmental issues, and to remove pollution from the world’s oceans. Ten percent of every LIV GRN sale is donated to Global Green, one of the world’s largest green charities.

LIV GRN’s initial focus has been on a line of organic clothing. “There just wasn’t a cool, affordable, organic clothing line in the marketplace,” Larry Frazin told L.A. Confidential. Along with his partner Sydney Holland, Larry Frazin conceived a series of t-shirts for the mass market. LIV GRN has since added earth-friendly unisex fragrances, and hopes to develop a line of children’s clothing, scarves, and hats.

LIV GRN designs are inspired by fabrics, shapes and styles. “I’m a sucker for the ’70s,” Larry Frazin admitted. “I love the bold graphics from Woodstock. The California surf scene and clothing culture are nonstop inspiration.”

Larry Frazin continues to work in the music industry as president of his own label, Across the Universe Records.