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

    “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.


  • 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.