Don Jazzy, the founder of Mavin Records, has revealed that his label spent between $4 million and $5 million to promote Rema’s hit song “Calm Down.”

In a recent interview with Bounce FM, Don Jazzy opened up about the significant financial investment required to push a single track to global success. He explained that promotional costs for a single can range from $100,000 to over $1 million, depending on the scale and the target audience.

A Strategic Investment in Rema’s Career

According to Don Jazzy, “Calm Down” showed strong potential from its release in February 2022, which led Mavin Records to increase their investment in the track’s promotion. He noted that promotional budgets can vary significantly depending on the type of release—whether it’s a single, EP, or album. In Nigeria alone, promoting two singles could cost up to $300,000.

For “Calm Down,” the investment reportedly ranged from $4 million to $5 million, which was aimed at reaching a global audience.

The Song’s Global Success

The strategic promotion paid off: “Calm Down” quickly became a massive global hit. The song received a remix with American pop star Selena Gomez in August 2022, helping it break multiple records, including achieving platinum status in the United Kingdom by March 2023. It also became India’s second-longest-charting African song, among other accolades.

A Rare Glimpse into the Music Industry’s Costs

Don Jazzy also highlighted that while $4–5 million is a substantial investment, some songs can go viral with as little as 10 million naira (around $13,000). He emphasized that the success of a song isn’t always directly proportional to how much is spent on promotion, showing that a well-executed strategy can yield big rewards.

Rema’s Rise to Stardom

Rema, whose real name is Divine Ikubor, signed with Jonzing World, a subsidiary of Mavin Records, in 2019. He quickly rose to fame with his unique sound and energetic performances. Hits like “Dumebi” and “Calm Down” have firmly established Rema as one of Africa’s fastest-rising global Afrobeats stars.

Don Jazzy’s disclosure provides fans with an insider look at the true costs of turning African music into a worldwide sensation.