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.
Watch the video here:
“We spent close to $4-5 million to promote Rema’s “Calm Down” and get it to where it is”
– Don Jazzy pic.twitter.com/iSnlpoyb51
— OLAMIDE 🌸💖 (@Olamide0fficial) December 11, 2025