#62 Ryan Maag | The Creative Director Who Choreographed the Olympics

Ryan Maag started as a backup dancer on the Weird Al Yankovic tour in 1998 and figured out fast that the person choreographing makes more than the person performing. Twenty-something years later, he's been creative director for NFL halftime shows on two continents, the 2018 Pyeongchang Winter Olympics, and the D-Day ceremonies in Normandy, France — shaking hands with five-star generals and the President of the United States and quietly asking himself how a kid from Philadelphia got here.

Now he runs TSP Creative in Nashville — an artist development ecosystem he calls "zero to Coldplay." TSP works with emerging artists from before they've released a single song, building identity, brand, staging, performance coaching, and creative direction from the ground up alongside his business partner, Sooner Routhier and her company, The Playground.

This conversation covers the full arc — what a creative director actually does, why the music industry has inverted (brand before music now), how to know if an artist has what it takes, and why AI is a looping machine, not a replacement.

What you'll learn:

• Why creative direction comes from the stage up, not the lighting board down
• How the music industry has flipped — and why brand identity now comes before music
• The scope process TSP uses to evaluate and develop emerging artists
• What the end goal question reveals about whether an artist is ready
• Why a good creative director works with vulnerability, not around it
• How Ryan thinks about AI as a creative tool (input, not output)
• What separates a stadium artist from an arena artist — and why it matters

Sponsor:
Musicians On Call is looking for new volunteers to help share the joys of live music. Volunteer Guides are the friendly faces who host the programs as volunteer musicians perform hopeful songs to put a smile on the faces of hospital patients, families, and caregivers. To learn more about becoming a MOC volunteer, visit https://www.musiciansoncall.org.

Ryan Maag bio:
President, Creative Director, & Choreographer — TSP Creative

A born performer with roots in dance, theater, and stage productions, he refined his craft through studies in music, entertainment, and business at Temple University, Drexel University, and New York University.

His career has spanned global stages, performing alongside A-list artists before transitioning into choreography and large-scale production design. As the founder of a choreography and creative production company, his work has ranged from intimate theater performances to international events, including the Olympic ceremonies.

An accomplished dancer, vocalist, and actor, he now leads TSP Creative with a vision shaped by both artistry and experience. His passion lies in empowering artists, building brands, and designing immersive live experiences that captivate audiences and leave a lasting impact.

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Host: Nikki Sanz