Mavin Records boss, Don Jazzy, has revealed that the label invested between $4 million and $5 million to promote Rema’s hit single, Calm Down, turning it into a global phenomenon and cementing the young artist’s status as a rising star in the Afrobeats genre.
In a detailed interview with Bounce FM, Don Jazzy explained that promoting a single track can cost anywhere from $100,000 to over $1 million, depending on the scale of the release, the intended audience, and the level of international reach desired. He stressed that the promotion of music involves strategic planning, media placement, collaborations, and marketing campaigns, which collectively drive the visibility and success of a song across various regions.
Using Rema’s global hit Calm Down as a case study, Don Jazzy explained how the track, released in February 2022, showed early promise, motivating the label to progressively increase their promotional investment. The team monitored its reception and strategically allocated resources to ensure maximum exposure in local and international markets, recognizing the song’s potential to break beyond Africa.
He further elaborated that promotional costs vary significantly depending on whether the release is a single, an extended play (EP), or a full album. For instance, promoting two singles in Nigeria alone could cost up to $300,000, highlighting the financial commitment required to push music successfully. For Calm Down, the Mavin Records team reportedly spent close to $4–5 million to ensure the song reached a global audience and achieved international recognition.
The song’s success was amplified by a high-profile remix featuring Selena Gomez released in August 2022, which helped it reach a broader audience and break numerous records. By March 2023, Calm Down had achieved platinum status in the United Kingdom, and it went on to become India’s second-longest-charting number one African song, among other notable international accolades. These achievements underscored the impact of strategic promotion and global collaboration in elevating African music to worldwide recognition.
Don Jazzy also highlighted that not all hits require such massive investment, noting that some songs can go viral with as little as 10 million naira, showing that while financial backing is important, it is not the sole determinant of a song’s success. Strategic marketing, audience engagement, and timing also play crucial roles in achieving viral and commercial success.
Rema, whose real name is Divine Ikubor, was signed to Jonzing World, a subsidiary of Mavin Records, in 2019. He quickly gained attention for his unique sound, energetic performances, and ability to connect with audiences, both locally and internationally. Since his signing, Rema has released multiple hits, including Dumebi and Calm Down, solidifying his position as one of Africa’s fastest-rising music stars and a global ambassador of Afrobeats.
Don Jazzy’s revelation offers fans and industry observers a rare glimpse into the substantial financial and strategic efforts behind turning African music into worldwide hits, illustrating the dedication, planning, and resources required to achieve global recognition.
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“We spent 4-5 million dollars to promote Rema’s “Calm Down” to where it got to”[/p>
– Don Jazzy pic.twitter.com/dRqgenFUPU[/p>
— BASITO (@itzbasito) December 11, 2025
This disclosure from Don Jazzy not only underscores the investment and risk involved in music promotion but also highlights the careful planning and foresight needed to propel African artists like Rema onto the global stage, demonstrating how local talent can achieve international acclaim with strategic support and resources.