JClay

Artist Management - Publisher - Music Managers Forum Canada Exec. BoD - FACTOR Canada BoD - Five Stone to the 🌎🇨🇦

[Mike E @heymike]

Artists & creators: this concept might change how you look at your entire career:

It's called "illusion of scale" and it hit me over the summer.

I was deep in the AI world testing tools, reading newsletters, and following AI creators. My Twitter feed was full of AI content...so much so that it felt like everyone was talking about it and that I was already late.

But when I stepped back and counted, I realized it was maybe 50–100 people creating that feeling.

That's when the "illusion of scale" hit me - dense attention is not the same as widespread attention.

A small, loud group can trick you into thinking the whole world cares.

Artists and creators fall into this every day:
You get some love in your hometown → you think you’re big nationally.
You sell out one venue → you assume you can do it in any city.
40 people DM you → it feels like hundreds.
One viral song or video → you assume the audience is yours forever.

It’s all the illusion of scale at work.

It's basically a perception gap that distorts strategy and makes people think they’re further ahead than they actually are.

Here’s a few ways to be aware of it:
1) Check your audience locations.
If 90% of your fans are in one city, you may be more local than you realize.

2) Look at your sales:
Followers can sometimes be passive (not all the time)
Tickets, merch, courses, or paid products are real investment.

3) Play shows outside your home city.
Nothing reveals scale like performing where nobody knows you.

4) Watch for “long-tail events.”
One viral video or one hit song may not mean you’re scaling as fast as you think you are. It means you have one strong entry point but maybe not a deep fanbase yet.

When you understand the illusion of scale, you can stop making decisions based on hype and start making decisions based on reality.

[ethical hater @DijahSB]

ITS MY BIRTHDAY TODAY 🫨

simple ways to show me love

1. rt my pinned tweet
2. buy a plushie or vinyl or digital album on my bandcamp https://t.co/c0VVwA1VkQ

my friend reminded me that I told him I didn’t want to make it to my bday. but I’m glad I’m still here 😤

[ethical hater @DijahSB]

MY AUNT CROCHET ME MY ALBUM COVER FOR THE 2ND YEAR ANNIVERSARY 😭😭😭

this TFTK plushie will give you FREE access to DijahSB headlining shows FOR LIFE 🚨

simply show the plush at the door and you’re in

LIMITED QUANTITY!!! https://t.co/WawR5SKsbi

[Mauricio Ruiz @mngrsplaybook]

The fastest way to ruin your artist career is to surround yourself with people scared to tell you “no.”

[JClay @JClay23]

@TatianaSnead a blessing indeed.

[Dylan Sinclair @dylan_sinclair]

BACK ON ROAD 🗣️ supporting the one and only @sabrinaclaudio <3 who’s coming to see me?

[Dylan Sinclair @dylan_sinclair]

HE’S NOT ME

OUT NOW

[Dylan Sinclair @dylan_sinclair]

He’s Not Me • Oct 2nd

[Elsie not Elise 💿 @ElsienotElisee]

WATCH THE VIDEO HERE: https://t.co/qIsKpTuzku

[Elsie not Elise 💿 @ElsienotElisee]

Excited to officially announce my first ever FULL-LENGTH DOCUMENTARY featuring Toronto’s best kept secret: Dylan Sinclair! Creating at the intersection of music & film has always been a dream and this feels like the start of something huge.

Drops tomorrow on YouTube 10am ET 🎬

[JClay @JClay23]

@TatianaSnead @justinbieber 405 is morning devotions fr

[Dylan Sinclair @dylan_sinclair]

me & bro @leonthomas covered one of my favourite songs for @amazonmusic @TheDangelo ‘s brown sugar. super grateful for the opportunity to cook with a couple of my favourites to touch the genre.

https://t.co/9InSmQJe1j

[JClay @JClay23]

Said what he said 🫡

[Dylan Sinclair @dylan_sinclair]

no more blues, respectfully. the b in my r&b is for bounce.

[Jzon Azari @JzonAzari]

As a publicist if your client cannot support a publication that shows them love or honored them and they don’t share, interact, etc. in a specialized post don’t be surprised if they don’t show you love after again.

[JClay @JClay23]

Investing in greatest 👏🏾👏🏾👏🏾👏🏾👏🏾👏🏾

[💬 @allthingsdante]

i’m glad ppl are noticing the quality and how much effort went into this shoot. I spent ~$5,000 of my own money out of my own pocket making this one happen.

So I appreciate the support 🙏🏽

[JClay @JClay23]

@iamntyrell There *will be nothing*

[bbyf4t @bbyf4tforever]

new single ‘Jersey’ out now:)))

[JClay @JClay23]

@Raahiimmusic I mean…they’re not one and the same?

[ethical hater @DijahSB]

probably the coolest ad a song of mine has been used in

“uh huh” for destination toronto 😤

[JClay @JClay23]

@YanSnead Feels right, doesn’t it