Mavin Records founder and renowned music executive, Don Jazzy, has offered rare insight into the massive investment that powered Rema’s global smash hit, “Calm Down,” revealing that the label spent between $4 million and $5 million to push the song onto the world stage.
The revelation was made during an interview on Bounce 91.9 FM with Toolz, where the music executive spoke candidly about what it truly takes to turn an African hit into a global success.
According to Don Jazzy, the journey from local acclaim to international dominance required far more than talent and timing. The multi-million-dollar budget was channelled into an aggressive global rollout, including targeted marketing campaigns across major music markets, strategic playlist placements, radio promotions, and key industry partnerships. Central to the song’s meteoric rise was the remix featuring global pop star Selena Gomez, a collaboration that helped “Calm Down” break into mainstream Western audiences.
The strategy paid off. The track soared to No. 3 on the Billboard Hot 100, making history as one of the highest-charting African songs ever, while also dominating charts across Europe and North America. Don Jazzy explained that competing with established Western artists demands not just creativity but serious financial backing, noting that sustained promotion is essential to keep a song visible in crowded global markets.
Released as part of Rema’s debut album Rave & Roses, “Calm Down” has since become one of the most streamed African songs of all time, cementing Rema’s status as a global Afrobeats star and strengthening Mavin Records’ reputation as a powerhouse in exporting African music worldwide.
Although Don Jazzy declined to reveal how much the investment has returned financially, his comments have reignited conversations around the cost of global success and the realities of breaking cultural barriers in the music industry. The disclosure has also sparked widespread debate online, with fans and industry watchers weighing in on what the figures mean for the future of Afrobeats and Africa’s growing influence on the global soundscape.
