A Boston Native Revolutionizing Set Designs at Coachella

The Creative Journey of Ryan Ginnetty: From Boston Dreams to Coachella Stages

A Foundation of Inspiration

Ryan Ginnetty’s path to becoming a renowned designer and creative director for Coachella is anything but conventional. Reflecting on his first show for the iconic festival, he shared, “That was the first show that I had creatively designed for Coachella.” Standing amidst the vibrant energy of the venue as the rapper performed classics from “Get Rich Or Die Tryin’,” he felt an affirmation of his journey: “This is exactly where I’m supposed to be.”

The Upcoming Coachella Experience

Fast forward to this month, Ginnetty and his design company, Co.Lab, are set to showcase their creativity once again. This time, he’ll be taking on multiple roles, serving as a designer and creative director for rappers Sexyy Red and BIA, as well as the creative producer for the Mexican electronic duo RØZ. Additionally, he’ll step in as the production manager for Kaskade, adding yet another feather to his cap as he orchestrates captivating experiences for thousands.

A Journey from Humble Beginnings

Interestingly, Ginnetty’s childhood aspirations leaned towards more traditional careers. “I wanted to be a fireman, or a working detective—like, working man things,” he recalled. As a teenager in Boston, he struggled academically, often distracted by a lifestyle revolving around drinking and smoking. This apparent disconnect from his current success makes his journey all the more inspiring.

Discovering a Path in Music

Ginnetty’s turning point came when he took a job with a New York-based marketing company to finance his college education. This role unexpectedly bridged the gap between him and the music industry as he began promoting video games through tours featuring hip-hop artists. “I realized that tour management was a potential job,” he said, awakening his passion for music at a time when he least expected it.

With a younger brother, Eric, planning a move to Los Angeles, Ginnetty found himself on the West Coast with little more than a desire to explore. Alongside his friend Billy Walsh, who later gained fame as a songwriter, Ginnetty embraced the unpredictable world of the entertainment industry.

Navigating the Entertainment Landscape

In Los Angeles, Ginnetty initially pursued comedy and scriptwriting, even working on reality shows like “Pawn Stars.” However, a series of fortunate connections led him and his brother to tour with the Bloody Beetroots, tapping into the EDM boom. Their approach was refreshingly different, as Ginnetty mentioned, “I didn’t want to be a producer, I didn’t want to make music… I treated it like a construction site in Southie.”

The Pandemic: A Turning Point

The onset of the pandemic turned Ginnetty’s world upside down. As tours halted and savings dwindled, he wrestled with what came next. Reflecting on his comedy background, he posed a question: “What if I took my creativity that I do in these other worlds and applied it to live music?” This moment of introspection sparked a new direction in his career.

Once live events resumed, he began pitching specific creative ideas to artists. Ginnetty found himself in a new light, particularly catching the attention of DJ Snake, who previously had him executing grandiose designs. “He never listened to a creative idea I had… because I wasn’t in that position,” Ginnetty chuckled. But now, that dynamic had changed, allowing him to genuinely contribute to the artistic vision.

Recognized Talent in the Industry

DJ Snake has publicly praised Ginnetty’s innovative designs, emphasizing how he effectively delivered visual elements for grand performances, including those at last year’s MTV Video Music Awards. The striking setup featured a giant Timberland boot, celebrating hip-hop’s historical style, and speaks to Ginnetty’s talent in creating memorable stages.

Vibrant Designs for Different Artists

For Ginnetty, working on set designs involves varying degrees of collaboration with artists. Some artists are deeply involved in the vision, while others allow him the freedom to execute bold ideas. This adaptability showcases his ability to understand different artistic processes and deliver visuals that resonate with audiences.

Facing Challenges Head-On

Ginnetty recalls one of his most nerve-wracking experiences: the 50 Cent guest spot at Coachella. The plan was to lower DJ Snake into a cell and raise it when 50 Cent joined, but a malfunction left Ginnetty scrambling. With a mix of urgency and his characteristic Boston aggression, he ultimately managed to get the lift working just in time. “We had to hotwire it, and because I’ve got that Boston aggression—that need to just get this [stuff] done—we got him up there,” he recounted.

An Inspiring Narrative

Ryan Ginnetty’s inspiring journey from the suburbs of Boston to the dazzling stages of Coachella serves as a powerful reminder of the unpredictable nature of pursuing one’s passions. Through creativity, resilience, and an openness to new opportunities, he has carved an impressive niche for himself in the vibrant world of music. As he prepares for another Coachella season, his story continues to unfold, offering all of us a glimpse into the magic that happens when hard work meets innovation.