The Mavin Records founder details the multimillion-dollar push behind the global hit, cautioning artists to test songs before major financial bets.
In a revealing interview, legendary producer and Mavin Records founder Don Jazzy pulled back the curtain on the eye-watering costs of breaking an artist on the world stage. He disclosed that the strategic global launch for Rema’s smash hit “Calm Down” required an investment between $4 million and $5 million.
Speaking on Bounce 91.9 FM, Don Jazzy explained that the sum wasn’t for making the song itself, but for ensuring the world heard it. The budget funded an aggressive international campaign featuring relentless radio promotion, massive social media pushes, expensive digital ads across key countries, and a concerted effort to secure prized spots on major global playlists.
“The investment paid off spectacularly,” he noted. The track, especially its remix with pop star Selena Gomez, became a historic win for Afrobeats. It soared to No. 7 on the Billboard Hot 100, claimed the top spot on the UK Singles Chart, and by late 2025, had amassed a staggering 1.78 billion streams on Spotify alone. The success generated major revenue and solidified Rema’s place among music’s global elite.
Don Jazzy contrasted today’s realities with the industry’s past, recalling when music video budgets were modest. Now, he said, high-quality productions alone can cost over $100,000, placing Nigerian and African artists in the same high-stakes financial arena as their Western counterparts.
However, the mogul ended with a note of caution for aspiring stars. While acknowledging that global breakthroughs now demand serious capital, he advised artists to first let songs grow organically to test genuine listener love before committing to multi-million dollar campaigns.
“You have to see if the people truly connect with it,” Don Jazzy said, emphasizing that a solid public foundation is crucial before unleashing the full force of a major paid push.
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