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Antwanette McLaughlin

Founder | Creative DirectorThe Spice Group, LLC.


Member Since September 2022


Video Production


In just a few short years, creative visionary Antwanette McLaughlin has built a reputation for her company, The Spice Group, as the go-to agency for avant-garde creative solutions, having provided video, event and campaign production services to clients including Future, Nicki Minaj, T.I., Jeezy, PUMA, Property Brothers, Red Bull, Delta Airlines, AT&T and more. The company, which Antwanette founded when she was unable to find a corporate position that fit her, embodies its founder’s maverick attitude and dedication to creating one-of-a-kind experiences that make just as much of an impression on the clients as it does on their consumers. Spring 2018, Antwanette made the decision to add a new division focusing on large-scale experiential event production. Within that year of starting the new addition, Antwanette and The Spice Group have produced two of the biggest urban experiential art pop-ups in Atlanta: 21 Savage’s Motel 21 activation, which reimagined each song from the rapper’s album I Am > I Was as an interactive motel room; and the Trap Music Museum which has evolved from a pop-up experience celebrating trap music to a permanent fixture and Atlanta’s newest tourist attraction. Personal Note: I love what I do and I'm beyond blessed to use my natural born talents to make a living, inspire those that don't believe its possible, create jobs for hundreds and lastly take my clients vision and turn it into reality. #producermagic I'm always looking for opportunities to build, grow my talents, and learn from others so please reach out to me and let's connect! iListen. Understand. Create. Execute.

Published content

Nine Holiday Promotions and Initiatives That Can Help Your Business Stand Out

expert panel

There's a lot of commercial "noise" during the busy holiday season, but these strategies can help your business stand out. One of the most effective ways to draw customers to your online or brick-and-mortar retail store is to create promotions they will engage with. Tying those promotions into the holiday season can help you bring in even more customers and finish out the year on a high note. But with so many competing ad campaigns and discounts throughout the last few months of the year, you'll need to find a holiday initiative that will set your business apart from its competitors. Below, nine Rolling Stone Culture Council members share some holiday promotions that have worked for their teams and why your business might want to replicate them this season.

11 Lessons You Can Learn From Slow Business Growth

expert panel

When business growth slows or remains stagnant, there's often an important lesson to be learned. Most leaders strive for business growth and equate growth with success. While it's true that business growth means an increase in profits and customers, that growth can be hard to achieve, especially at first. If your business isn't growing as fast as you'd hoped, there may be a deeper reason for it — and uncovering that reason might lead to a valuable lesson. To that end, a panel of Rolling Stone Culture Council members share 11 things you can learn from slower business growth and why these are such important lessons to absorb.

Need to Educate Your Customers? 12 Approaches That Work

expert panel

Customer education must be approached with the right tone and content to be effective. Sometimes, customers may be interested in your product or service, but if it seems too complicated or difficult to understand, they may not follow through with a purchase. Conveying information in a simple, concise and fun way can help educate the customer without the need for a long, complicated or boring explanation. Whether you publish an FAQ page or create a short explainer video, it's important to keep your customer interested while making sure they understand the nuances of your product or service. Below, a panel of Rolling Stone Culture Council members share 12 effective approaches to customer education any business leader can leverage.

13 Effective Strategies for Managing the Stress of the Fast-Paced Culture Industry

expert panel

In an industry that moves at breakneck speeds, it helps to have some coping strategies when you're feeling stressed out. Whether you own a bustling restaurant, are involved in the ever-changing fashion or music businesses or are trying to advocate for change on a major scale, working in the culture space often involves a hectic lifestyle. While it's an exciting space to be in, it can often be fast-paced and overwhelming, which can quickly lead to stress and burnout. Managing stress can be done in many different ways, from taking small breaks throughout the day to prioritizing passions outside of work. Below, a panel of Rolling Stone Culture Council members share some ways they unwind from the pressures of their industry and how doing so keeps them at the top of their professional game.

12 Tips for Scaling Up in a Niche Market

expert panel

Carving out your niche is only the first step in launching a successful business. Business leaders who want to scale in a niche market have a unique opportunity. Niche markets often mean less competition, but the businesses that do exist may be tougher to compete against. To help ensure success when scaling up, businesses should take certain steps to set themselves up with the best odds, whether that's by analyzing market trends first or by taking the time to develop a distinct brand identity. Below, Rolling Stone Culture Council members share this advice and more to help business leaders looking to grow in their niche.

Company details

The Spice Group, LLC.



Area of focus

Media and Entertainment
Film Production

Company size

2 - 10

This member is no longer active.

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