The concept of Angelfish began in 2004. I was a Coordinating Producer at Crawford Communications and had been with the company for four years. The day I knew it was time to go is a moment I’ll always remember.
I was sitting in my office and just thought, “I can do this on my own. I want to do this on my own.” I had been presented an opportunity to work with a dear friend and mentor. She and I produced SALSA together, a children’s Spanish series for Georgia Public Broadcasting, a few years prior. This go round, it would be producing episodes for The OrganWise Guys. We were hopeful to pull the same SALSA team together as it would be a similar series featuring puppets to appeal and educate children about healthy habits. The question: if I was available full time as a freelancer, what would that look like from a budget, i.e., payment perspective? Turns out it was enough to take the leap. Enough to produce the project and take the year to build my business and presence as a freelancer.
My husband happened to drop by the office that same day. I said, “I’m going to quit my job! I’m going to do this on my own and create a production company.” He, as always, supported my decision and said to go for it. No questions as to “are you sure?” or “do you think that you can do it?” Just full-on support and the blessing that I needed for the next steps.
I connected with my accountant, and we talked about LLC versus incorporating. In weighing the pros and cons of each, I decided to go the LLC route. I then had the conversation with my manager at Crawford as to what I wanted to do. She too was open and supportive. We even discussed my opportunity to maintain relationships with my clients with the caveat that I bring the projects to Crawford for post-production. This was a huge win as I had already developed such incredible relationships. This ‘blessing’ was key to me building a name for myself and stepping into my new role as a business owner.
The last step was the name. What would I call the business? Wanting it to reflect me yet not be my name was no easy task. The epiphany of “Angelfish” came to me almost in the same way as the desire to go out on my own. Having grown up as a completive swimmer, my father reflected after one meet that I swam effortlessly, like an angelfish. The name stuck. Shortened to ‘Fish’ by my parents and especially my brother, few know the significance of the name. But most understood why I had it as I was in the water a LOT during my middle school and high school days. This name for the business just felt right. A friend at Crawford designed my logo so I could print some business cards. And then I was on my way.
I freelanced as Angelfish for the next four years and truly loved it. I never looked back in regret for my decision. Each project was different and presented unique challenges. But the clients I was able to meet and the content I was able to produce, so worth it. I continued to work with The OrganWise Guys after we completed the initial set of episodes by producing 72 vignettes – yes, 72! The editorial was done in my dining room with me managing approvals as well as the overall project.
During this time, I had a major goal, and it was to get in at Turner (note, after a few mergers “Turner” has become Warner Bros. Discovery). Growing up in Atlanta, Turner was ‘the show.’ You couldn’t not know about Ted Turner, CNN, the Braves. The company was just in the infrastructure. And it was the gold medal project I was aiming for. I had heard the best way to get in was as a freelancer. So, as I built a name for myself, I had my eye on the prize. I ended up having lunch with a colleague who knew Cartoon Network was looking for a full-time producer. My first thought? Heck yes, I want a meeting! With Cartoon Network, are you kidding me? Not only would it be Turner, but it would also be the network that contained everything I wanted – cartoons, creativity, production.
After that initial meeting and several interviews, I was contracted by Cartoon as a freelance producer and then hired on full time. A year after that I ended up at Williams Street, managing the in-house production unit for Cartoon Network and Adult Swim. Four years later, I started working only for Adult Swim as we started up the On Air department among other initiatives. Angelfish all the while, continued. She was my ‘backup plan,’ my life preserver if you will if this Turner thing did not work out.
The time at CN and Adult Swim was incredible. Challenging, but incredible. My animation chops grew as did my ability as a manager. I learned the inner workings of a network and loved the strategy talk when new initiatives would come about. From anime blocks, cons, music festivals, high end launches and original content just for the network, I feel like I did it all with a crash course in ‘the industry’ surviving mergers and significant changes in the world of entertainment.
When 2020 came along, we were all working from home. I helped steer the ship so that the department could continue to create original content for the network with no hiccups on air. We continued to do festivals (online) and I was able to have the incredible experience of exec producing a special for Run The Jewels and Ben & Jerry’s. But as time went on, I could feel something was missing. I was feeling a pull to shift my way of life and that entailed shifting the content I produced.
I found myself reading the intro to “Beloved” by Toni Morrison. She spoke of when she left her job at a publisher to write full time. She knew that taking this step was vital to her truly becoming a writer and writing her own material – not just reviewing others’ work. After she had quit, she walked to a nearby pier and sat looking out over the water. “This is freedom,” she said to herself. That is where she began. I was overwhelmed by this story. And I could feel so vividly what she felt. I knew that I too needed to have that freedom. That I had a story to tell, and it was vital that I tell other people’s stories. I knew that it was time for me to move on. Time to let go of the ladder. Time to let others have an opportunity to grow. Time to go back to Angelfish.
Leaving wasn’t easy. I had created an identity at Adult Swim. I had created a very focused way of life that served something else. But I knew leaving was what I needed to do and that is what kept me going. I was able to provide about four months of runway from announcing my decision to when I was out. This too felt right. I had built so much at that place and felt a need to prepare not only the department and network, but also my team. My legacy of leaving was as important as my legacy when I was there.
Angelfish 2.0 was back to running full time in 2022. This time though, I wanted to do it differently. I wanted to have a new approach to the clients I reached out to and a new approach to my offerings. The first year was a lot of growth and soul searching. What clients would I reach out to? How do I build on 14+ years of executive experience at a number one network? And how do I sell myself knowing I’m a completely different person from the one who started the business nearly 20 years prior?
I got to work. I started volunteering. I networked and asked the questions. I joined a womxn’s professional organization to have access to an incredible network and have a co-working space. I got an executive coach to unlock what was circling in my mind. I started producing and figuring out my new role in this space. And I really started to like it.
Angelfish has grown over the past three years into a ‘boutique creative agency.’ A focus on storytelling for underserved voices, I’ve kept that vision at the forefront with every discussion and possible opportunity. The ecosystem of Angelfish has evolved to offer services that fall under four pillars:
- Original content development and execution such as documentaries, series, and shorts.
- Content creation – script to screen – for Premium Clients, offering creative possibilities for animation, live action, or both.
- Consulting as a Professional Partner to members of the Metro Atlanta community and beyond to provide expertise on content ideas, production, and strategy.
- Executive in Charge for higher ed organizations – leading students in content creation and providing best practices for a career in the entertainment industry.
So, why Angelfish? Well, she has certainly evolved over the past 20 years. But every evolution has been intentional. She has been humble and kind. With a focus on the greater good, a solid legacy from every network and client that has been on the road to get her here, an incredible community to count on, and experience in all facets of content…
I say, “Why not?”
