The Giggs Podcast: #36 Brian Kaplan | Tim McGraw, The Rodeo, and a Career of Creative Impact

Welcome to The Giggs Podcast! Giggs is the career platform for live event professionals. We're starting this podcast because there's not nearly enough content out there about what it really takes to be on the road. Whether you're an aspiring tour manager, a seasoned backline tech, or just getting started in the business, this podcast is for you. We're taking you behind the scenes to explore the highs and the lows of life gigging on the Giggs Podcast. 

Brian Kaplan is the co-founder and Chief Strategy Officer of Down Home, the media company he launched alongside Tim McGraw and Skydance. He also co-founded the Music City Rodeo—Nashville’s first PRCA-sanctioned rodeo—which sold out three consecutive nights at Bridgestone Arena.

Before that, Brian launched the first-ever digital department at Interscope Geffen and went on to lead digital strategy at both Sony and Universal Nashville. He’s also played a key role in building Tim McGraw’s brand from the inside out.

Listen to the whole episode now! Click here to listen on Spotify, Apple, or YouTube!

From Ringtones to Rodeos

Brian’s journey is anything but linear. After dropping out of college and moving to LA, he hustled his way into the entertainment world, landing gigs in film, broadcast design, and eventually music. He helped artists navigate the early days of Myspace, ringtones, and iTunes—all before social media became what it is today.

But Brian wasn’t just riding the digital wave—he was building the boat.

At labels like Universal, Sony, and Geffen, he pioneered digital strategy when “new media” was still a mystery. He later joined Tim McGraw’s management team, helping build a brand rooted in authenticity, emotional connection, and country music culture.

The Birth of Music City Rodeo

One of the most jaw-dropping moments in the episode is Brian’s breakdown of how he co-founded the Music City Rodeo—Nashville’s first big-time, PRCA-sanctioned rodeo that sold out three nights at Bridgestone Arena. We’re talking dump trucks of dirt, two production crews (concert + rodeo), and Reba McEntire opening night as a former barrel racer herself.

And yes, it included a hanging stage rigged from the ceiling because Bridgestone isn’t built for bulls.

This isn’t just an event—it’s a full cultural integration of country music, family entertainment, and western sport, right in the heart of Nashville.

On Storytelling, Artist Identity & Humble and Kind

Brian shares powerful reflections on what makes an artist truly resonate with an audience. His mantra: until an artist finds themselves, they can’t fully connect with fans.

We dive into Tim McGraw’s “Humble and Kind” campaign, which became more than a song—it became a movement. With over 5.5 billion impressions, global recognition, and actual school curricula built around it, Brian shares how staying true to a song’s emotional intent is the key to building something that lasts.

Career Advice, Mistakes, and the Eyeball Story

This episode is packed with both wisdom and wild stories. Brian shares early career lessons (including signing a fan’s glass eyeball—yes, for the third time), what it means to truly understand the artists you represent, and why the mantra “Never, never, never give up” still sits above his garage door today.