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.

The Original Lyrics for "I Wish I Was in Dixie" (you might be surprised)

The lower half of page 29 of the
Atlanta Constitution newspaper,
Sunday, July 14, 1895.

I wish I was in Dixie; Hooray hooray!

In Dixie Land I'll take my stand
To live and die in Dixie
Away, away. away down south in Dixie

"Dixie" was a Confederate battle-cry in the march against the Union. It had not been composed as a battle song, though.

Daniel Decatur Emmett (1815-1904) premiered this song for a minstrel show a couple of years before the American Civil War broke out. As I documented in I Went Down to St. James Infirmary, while he was not the first blackface minstrel, Dan Emmett created the minstrel show (with his Virginia Minstrels) around 1841. At that time he wrote what is probably the United States' first homegrown popular hit, "Old Dan Tucker."

 Audiences usually assumed that minstrel songs were either original "negro songs," or written in the "negro style." Really, most were probably modified Irish ballads and jigs. The lyrics were printed in a sort of vernacular, to reflect speech patterns of the slaves. For instance, "I wish I was in the land of cotton / Old times there are not forgotten ..." was written as, "I wish I was in de lan ob cotton / Ole times dar am not forgotten ..."

Emmett's Virginia Minstrels toured Europe (to great reviews) but were short-lived, and by 1859 Daniel Emmett was working with Bryant's Minstrels as songwriter and multi-instrumentalist. For a rousing close to their show the Bryant's asked him for a stirring melody, "a regular whopper that would wake things up." Emmett quickly composed "Dixie" (aka "Dixie's Land," "I Wish I Was In Dixie," etc.).

Two years after its composition, Confederate forces attacked Fort Sumter and the Civil War was underway. The song, already popular, caught on like wildfire. Confederate soldiers, inspired by the thrilling strains of the chorus, rushed into battle "to live and die in Dixie."

Much of the lyric had changed in those two years. Racial references were erased, four-line stanzas became two-line stanzas, and the song's comic patter became racially indiscriminate.  It had migrated from a "comic" minstrel stage performance into a folk song.

Regarding this, the July 14, 1895 edition of the Atlanta Constitution newspaper explained that, "the words of the song have undergone many additions and modifications during the thirty-six years of its existence, but a pencil copy in the author's own hand gives the following as the original version, as sung in New York in 1859."

And so we read, in one of the original verses, "In Dixie lan' de darkies grow / 'Ef  white fo'kes only plants der toe"

Incredibly (a sad comment on the times they lived in) the article praised the lyrics as having considerable value: "Those who seek for literary excellence in the homely rhymes will be disappointed, but recognition of the author's design gives the key to their merit, and one sees in them unsurpassed reproduction of negro thought and versification."

"Unsurpassed reproduction of negro thought and versification." How could anyone, reading the lyrics, have even thought that, much less published it in a newspaper??

Although Emmett could be an absurdist (as illustrated by these lines from "Old Dan Tucker:" "Old Dan Tucker was a mighty man / Washed his face in a frying pan / Combed his hair with a wagon wheel / Died with a toothache in his heel"), his lyrics were often uncommonly denigrating (again, from "Old Dan Tucker": "Tucker on de wood pile - can't count 'lebben / Put in a fedder bed - him gwine to hebben / His nose so flat, his face so full / De top of his head like a bag ob wool").

Here, as reproduced by the Atlanta Constitution newspaper in 1895, is the third verse of Dixie's original lyrics. There are many more. The full lyric can be found in my book, I Went Down to St. James Infirmary.

In Dixie lan’ de darkies grow,

Ef white fo’kes only plants der toe;

Dey wet de groun’ wid’ ’backer smoke,

An’ up de darkey’s head will poke.

I wish I was in Dixie, etc.

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Here are two contemporary (and necessarily sanitized) versions of the two songs mentioned here. First, Bob Dylan, from his film Masked and Anonymous:

And Bruce Springsteen, from a 2006 tour:



In each case, double-click to receive the full-frame video.