SPICE was created in 2010 by Antwanette McLaughlin to bring a group of likeminded individuals together and work as a collective; and add SPICE to each and every brand that was willing to go the extra mile to stand out. The company started off solely to serve the needs of Creative Directing, Artist Development, and Project Management.
Antwanette broke into the entertainment industry as a professional dancer/choreographer signed to Clear Talent Group, Los Angeles in 2003. As the music scene shifted and her desire to create more than a dance move grew stronger... she began Creative Directing major artist shows; from improving and influencing The Look, The Sound, The Performance. Along with that came producing their Photo-Shoots + Promotional Campaigns.
This new direction opened the door to understand and learn production in its entirety, which has grown the company from a small idea to a major production company that is well respected throughout the industry.
Over the years we have fine tuned our purpose and goals while of course not forgetting our roots. So, we now know what works. Starting from the stage and now being behind the cameras, we strive for excellence in everything we touch and are still here to add SPICE + FLAVOR.
Our focus is to continue making compelling content for a nation that yearns substance, creativity, and originality. We stand strong in being amazingly different from all the rest. We are here to make you and your brand look exceptional and bring your ideas and vision to life.
We have three Feature Films in Production, a Documentary Film in Pre-Production, and we are releasing a new platform for original content this Summer.
2018 IS THE YEAR OF WOMEN, AND WE ARE PROUD TO BE A FULL SERVICE PRODUCTION COMPANY OWNED BY A MINORITY WOMAN + OPERATED BY THE MOST AMAZING DIVERSE GROUP OF LADIES IN THE INDUSTRY... WE ARE #WOMENOFSPICE
Finally, our new studio venture scheduled to opening February 2018.
Antwanette model specializes in music video production, short-form visual content and commercial photography. For the last nine years, the detail-oriented businesswoman has been able to oversee video concepts for T.I., Meek Mill, Young Thug, Migos, Lil’ Uzi Vert, Dej Loaf, Big K.R.I.T., 2 Chainz, Future, and T-Pain. Despite her highly sought-after vision, McLaughlin was seeking to produce more ambitious projects. Her goal, she says, was to produce and curate festivals, concerts, and live events.
Now, because music is primarily accessed and consumed via streaming platforms and social media, McLaughlin believes activations such as the Trap Music Museum and Motel 21 are great vehicles for popular acts to connect with younger audiences.
“Young people don’t connect unless they can see it or touch it,” she said. “They’re not going to go the long route of Googling, researching, and reading articles. They want to look at a picture, touch it, talk about it, or insert themselves into it. You touch millions of people that way per se rather than having something uploaded online.”