CC-Lab, the music, arts and specialist factual producer, has unveiled the first project in its digital-first strategy: Louie Spence In Care.
Launching today, the show will run on a dedicated YouTube channel with new episodic videos going live each week, with supporting content across TikTok and Instagram.
The channel has been developed in partnership with newly-launched Scottish digital consultancy Ferry, led by digital veterans Caitlin Meek O’Connor and Mark MacDonald.
Described as “an authentic passion project smothered fully in glitter”, the format has been co-created by Louie Spence and Hannah Springham, CC-Lab’s development director and executive producer. Springham previously directed Pineapple Dance Studios, the Sky show that propelled Spence to household-name status in 2010.
Created with the feel of a traditional TV series but designed for digital platforms, CC-Lab said the show will deliver “character-led storytelling, comedy set-pieces and emotional payoffs in a short-form format built for social media”.
Louie Spence In Care follows Spence as he enters the care sector, joining the family business by taking on the newly created role of CEO of entertainment at Country Care Group homes in Essex and beyond. The series sets out to challenge one of society’s most overlooked spaces, asking a simple but provocative question: why should joy, entertainment and visibility stop at the care-home door? Spence is joined throughout the season by celebrity friends from across the worlds of music and musical theatre.
Spence said: “Well darlings, I’m back – not that I ever went away. Back as what, I hear you scream? Louie Spence In Care, that’s what. Yes darlings, I’m in care: CEO of Entertainment across 49 care homes nationwide, bringing sparkle, joy, high kicks and splits to our wonderful pensioners. All my family work in care, so I’m finally joining the family business – in my own way. And of course, some of my celebrity friends, West End stars and whoever else I pick up along the way will be coming too.”
Springham added: “Working with Louie again is magic. Until we hung out last summer, I had no idea how much he was doing behind the scenes with his own family. It’s really inspirational to see, really thought-provoking for any family with ageing relatives in tow. My own mum had dementia and I have seen myself how strong the connection between memory and music can be so I can’t wait to see the impact of Louie bringing world class music acts into the front room of their biggest fans, for one last dance.”
On the choice of platform, she added: “Going digital-first just felt right. Broadcasters talk a lot about digital strategy, but we wanted to act. With Pineapple clips still going viral and a project this timely and fast-moving, YouTube was the obvious home. It allows us to be reactive, bold and direct with our audience.”
CC-Lab also revealed that it is expanding its digital slate with new projects in development, including a video podcast, a micro-drama and a growing range of collaborative commissions for 2026.
