Larry Auerbach Dies: Venerable WMA Agent & USC Cinematic Arts Associate Dean Was 95
deadline.comLarry Auerbach, former powerhouse agent at the William Morris Agency who segued to a second career helping USC students break into into the entertainment industry, passed away peacefully this morning, Nov.
23. He was 95. Brooklyn native Auerbach spent 47 years at WMA where he started working part-time in the New York mailroom while still in high school.
He began his agenting career with small theater and nightclub booking before launching the agency’s rock music department. He ran WMA’s New York motion picture department and then moved to Los Angeles in 1975 to head the agency’s television division.
Known as “the Man with the Golden Rolodex,” Auerbach booked Elvis Presley his first television performance and also worked with Sam Cooke, Aretha Franklin and Sammy Davis Jr.
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