Sweet Orange is led by a multidisciplinary team of creative technologists, music producers, and strategic innovators - each bringing deep expertise in live events, technology infrastructure, and artist development.

Meet the Team


  • Producer & Regional Director


    Producer & Regional Director

    Riddim Cartel is a DJ and producer based in Wellington, Aotearoa (New Zealand), known for crafting high-energy sets that blend reggae, jungle, dancehall, drum & bass, and global bass music.

    With over 15 years in the scene and roots in the legendary Paepae Sound System crew, Riddim Cartel brings a deep connection to Aotearoa soundsystem culture. Their dynamic style and genre-fluid approach have seen them perform across NZ, Australia, and the Pacific, collaborating with artists such as Israel Starr, Rubi Du, Sianne + More


  • Producer & Regional Director

    “making pictures sing” songwriter & musician, studio engineer & producer - commercials, music & live; ATMOS & spatial; Antony Smith aka AntSmif.

    AntSmif is a veteran producer with decades of experience in live events, festival coordination, and music industry logistics. He leads Sweet Orange’s regional execution and partnerships, bringing creative vision and operational leadership to the platform’s rollout.

    www.antsmif.com


  • Chief Technology Officer (CTO), iSPARX™
    www.isparx.group

    James oversees the architecture and technical delivery of the Sweet Orange ecosystem. With a background in scalable infrastructure, cloud systems, and machine learning, he ensures platform reliability, performance, and innovation.


  • Lead Designer, iSPARX™
    www.coleholyoake.com

    Cole is responsible for the visual design and user experience across all Sweet Orange applications. His design philosophy prioritises clarity, engagement, and accessibility, creating an intuitive interface for both fans and professionals.

  • Chief Operating Officer (COO), iSPARX™
    www.isparx.group

    The business of the business… Lucas does numbers & structure - PWC background.

    Lucas manages operational systems and business processes that support Sweet Orange’s expansion. He brings a rigorous focus on execution, cross-functional collaboration, and performance metrics across all operating regions.


  • Executive Producer

    Chief Innovation Officer (CIO), iSPARX™
    www.isparx.group
    www.artivist.co.nz
    www.guerrillamedia.agency

    Joff leads creative and strategic innovation across the Sweet Orange platform, including the integration of AR+IQ technologies. His multidisciplinary background spans digital arts, immersive experiences, and global production leadership.

SYDNEY

 

*exclusive agency

Bondi Beach NSW 2026

*powered by iSPARX™

SweetOrange.App is a Toi Agency Limited (Guerrilla Media Agency) JV with primary partner iSPARX™ & in Aotearoa Riddim Cartel - in Australia NVLP. Various other parties including Ferocious, Cole Holyoake Design, Chris Cuffaro Greatest Hits, NJL Productions & ARTIVIST : creative - have an involvement in the operation & development of the venture - each with equity stake. Australia & Aotearoa operate as autonomous business with shared resources.