I had hoped to build something remarkable with Hot Appolo, but after months without the promised retainer, I opened the door to other opportunities. What began as an exclusive partnership became a freelance mission, helping half a dozen artists with networking, social media, and guerrilla marketing.

Now I’m working closely with my first true rising artist. It’s early, but I’ve already helped them map their gigs and production schedule—taking them from first shows to a string of booked events. Maybe soon we’ll get them into one of Toronto’s musical secret societies or an artist mentorship circle.

My role is the magic nudge—subtle, almost invisible, yet vital. Artists are wanderers; they’ll keep walking regardless, but the right nudge can turn meandering into momentum.

And while James still has the head start—years of self-promotion, discipline, and a full year of nudging before things began to click—I can’t help suspecting that, if this new act stays hungry, we might surpass him within a few years. Then I’ll have not one, but two major successes under my belt—more, if we count the others still waiting for their moment.