Lou Plaia is the A&R Director, North America for Sentric Music Group, a global, award-winning independent music publisher. Plaia's main role is to add to Sentric’s roster via new signings, business opportunities, partnerships and acquisitions. Plaia also launched Hot Rats Entertainment and manages the female fronted metalcore band, Deadlands. In 2006, Plaia co-founded ReverbNation and “disrupted” the music business by offering ALL artists the promotional tools, distribution, publishing administration, and opportunities that were previously only available to artists who were signed to record labels. Within a few years it became the largest DIY Artist Services Platform for musicians in the world, with more than 5 million artists/bands using the platform. Plaia and his partners sold the company to BandLab in 2021. From 2002-2005, Plaia was the Head of Marketing and Artist Development for Atlantic Records imprint, Lava Records. And from 1990-2002, Plaia was VP of Strategic Marketing at Atlantic Records.