Mills was always a song plugger at heart. Also, listen to a test recording of "Everything is Hotsy Totsy Now" with Duke Ellington on piano, Irving Mills on vocals and kazoo.

Irving Mills and the New York skyline in the 1920s

Even as vice-president of Mills Music, president of Gotham Music Service, and music impresario extraordinaire, Irving Mills remained a song plugger at heart. He was a teenager when he first got into the music business and, together with his brother Jack, spent his early years pushing for the success of newly published songs. In 1919 Jack received a $500 bonus for his efforts in publicizing the song Dardanella (and creating, in the process, possibly the first sheet music million-copy seller). This became the seed money for Mills Music, Inc.

In the late 19th century pluggers were known as "boomers," for their ability to belt out a song that could be heard over long distances. They would often sing through megaphones, with racks of sheet music for sale in front of them. Or sit at pianos behind 40 foot counters at the back of a department store, where shoppers could ask to hear samples of the sheet music on sale. By Mills' day the boomer had become a plugger. A good one would become a sort of advertising whirlwind who, in the words of Isaac Goldberg, "by all the arts of persuasion, intrigue, bribery, mayhem, malfeasance, cajolery, entreaty, threat, insinuation, persistence and whatever else he has, sees to it that his employer's music shall be heard." A plugger might go to a concert and start singing loudly along with a song’s chorus, with the hope that the audience will pay attention, maybe sing along … and then go out to buy the record.

One of the tools at Mills' command was the recording studio and radio. In 1925 he became probably the first to advertise a song over the radio when he and his co-writer for the song, Jimmy McHugh, calling themselves "The Hotsy Totsy Boys," performed "Everything is Hotsy Totsy Now." Song plugging for the new electronic age.

In 1925 alone, “Everything is Hotsy Totsy Now” was covered by Gene Austin, The California Ramblers, Coon-Sanders Nighthawks, The Keystone Serenaders, Eddie Frazier and his Plantation Orchestra, and others. They made the song into a really big hit. Here is Mills’ client, Duke Ellington, on piano, and Irving Mills on vocals and kazoo.

Once he secured the copyright to "St. James Infirmary" Mills ensured that it received the widest possible airplay - the greater the number of recordings out there the more likely it would be played, the more popular it would become, and the more copies it would sell. (Mills looked at popular music as having a very short shelf life.) So, between his copyright in March of 1929 and the end of 1930, at least 19 versions of the song were recorded. These included two by Duke Ellington and his Orchestra - managed by Mills. For these recordings they were known as the Ten Black Berries, and the Harlem Hot Chocolates. Irving Mills served as vocalist for that last one. Mills Merry Makers (created for recording purposes only), with musicians including Charlie and Jack Teagarden, Harry Goodman (brother of Benny), and Ruby Weinstein recorded a version. Mills could not have had any idea how eternally popular the song would become.

Thoughts while reading Teachout's new biography of Duke Ellington

At the recommendation of a friend I recently purchased a new biography of Duke Ellington. Written by Terry Teachout, the book was released a couple of months ago. I was surprised to find, while perusing the "Select Bibliography," my own book, I Went Down to St. James Infirmary, listed. In all humility I have to mention that this was one of close to two hundred books that Teachout listed. But he did write this: "No biography of (Irving) Mills has been written. The best short treatment of his life and work is in Harwood (I Went Down to St. James Infirmary)." Irving Mills, of course, was central to the early career of Duke Ellington, as he was for Cab Calloway and other black musicians of the era.

It is a shame that there is no detailed biography of Mills. Information about him comes in dribs and drabs; what is unearthed often requires considerable effort. And, of course, the longer we wait, the more difficult it will be to write accurately or honestly about the man. A surprising amount of what we do find takes the form of critical opinion, rather than biographical fact, and that opinion is often scathing.

Let me try to explain. Irving Mills was intimately involved in the popularization of what the world thinks of as "American music" - music that arose out of the black culture of the 1920s and 1930s (as well as popular standards from the pens of white tunesmiths). He was foremost a businessman, though, and one who saw opportunity where others - because of the intense prejudices of the time - saw nothing. With the black artists he represented, Mills would take up to 50% of their earnings, rather than the 10% or 15% common between managers and white artists. But in return Mills worked hard. He made Ellington (for instance) into a star, and that could never have happened without a white manager; it might be surprising that it could have happened at all. In other words, Mills charged a lot for his services, but he did not take the money and run, and every indication suggests that he treated his clients with respect. Much of the criticism leveled at Mills is based upon contemporary notions of fairness and racial equality. From the perspective of nearly a century ago, things take on a different sheen.

If you're interested in Duke Ellington, this is a good book to read. Teachout takes an even-handed approach with Mills, and that is refreshing.

A side-light here: none of the three Ellington biographies I have read make any mention of "St. James Infirmary." This even though his band recorded it twice in 1930 - as The Ten Blackberries (with Mills assuming lead vocals under the pseudonym Sunny Smith), and again as The Harlem Hot Chocolates. But, really, it's not surprising. SJI is little more than a small footnote in the history of a man responsible for such standards as "Sophisticated Lady," "Black and Tan Fantasy," "Mood Indigo" and seemingly countless other significant compositions.