- Don Jazzy, head of Mavin Records, revealed an investment of $4 million to $5 million for promoting Rema’s hit track “Calm Down.”
- The disclosure was made during an interview on December 11, 2025, on Toolz’s Bounce series on YouTube.
- He discussed the challenges of promoting African music to a global audience.
Don Jazzy, the head of Mavin Records, disclosed that the label invested between $4 million and $5 million to promote Rema’s hit track Calm Down.
He shared this on December 11, 2025, during an interview on Toolz’s Bounce series on YouTube, where he talked about the challenges of taking African music to a global audience.
The music executive highlighted that achieving worldwide success for a song requires continuous promotion and strategic moves across different regions. He explained that Mavin Records typically focuses on dominating one market first before expanding to others.
“For a track like Calm Down, we probably spent around $4–5 million to bring it to this level,” Don Jazzy revealed. When the interviewer expressed surprise at the figure, he added, “The lifestyle cost na you no know.”
According to Don Jazzy, this investment has yielded significant returns for both Rema and the label. He emphasized that breaking into major international markets requires well-planned campaigns with substantial budgets, similar to those of top Western pop stars.
He also noted that such investments are necessary to demonstrate that musical success doesn’t happen overnight.
This insight sheds light on the level of commitment and resources needed to elevate African artists onto the global stage. Thanks to this approach, Rema has become a major international name in Afrobeats.
The large sum was allocated to promotions, international tours, lifestyle management, radio play, and high-profile collaborations.
The revelation quickly sparked conversations on social media about the significant expenditures involved in promoting Afrobeats artists globally.
Watch the video here:
Read some comments below
@VelvetNoir__:”So it wasn’t organic?”
@BooBoy27:”The song was good guy and Rema was already hot before that song blew. Don Jazzy Dey lie to make the industry look more miserable.”
@olusegun_tynobucks:”The remix topped Canada chart so it’s definitely worth it.”
@bigivanlifestyle:”So how much dem expect from the song? 1billion dollars?”
@nech_6:”Jazzy take am easy o, this lamba no too much ??”
@emmanueljoseph95:”This music business you need to understand all strategies before investing oh!!!📻✍️”
@tochi_lifestyle:”If you doubt the figure, you don’t know anything about music business.”
@ozedy_baba1:”Bad guy.. he mention the money spent but refuse to mention the money made. Don baba J🙌🙌”
@iam__jamiee:”Roody ricch’s networth is $20m and rems is using $4.5m to promote a song? Make una Dey think nau.”
@bugzydvinci:”He ain’t capping paying 50k a week or monthly to remain in top 3 charts or something amongst other playlisting and payola and promo.”
@godie74:”I believe say baba dey exaggerate the money so to able able to achieve more from the song.”
@sir_richie_derrick:”Revenue figures are also private but the amount spend is always loud 😂😂😂😂 Artist Shey una Dey learn after you minus the money spend artist and label go come share the remaining amount 70/30 Omo label boss Dey make money oo some money spend dem Dey call nah audio oo but everywhere still good.”
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