Music mogul and Mavin Records boss Don Jazzy has shed light on the massive financial commitment required to break an Afrobeats record on the international stage, revealing that the label invested between $4 million and $5 million to push Rema’s Calm Down to its current global height.
Speaking on the Toolz’s Bounce series, the music executive disclosed the figure while explaining the intense, continuous strategy required to penetrate major international markets.
The ‘Conquer and Move’ Strategy
Don Jazzy explained that achieving worldwide success involves a continuous cycle of promotion, marketing, and aggressive expansion into new territories.
“A song like Calm Down, we probably spent close to $4–5 million to get it to where it is,” he said.
He added that the Mavin team follows a “conquer and move” approach: once they secure dominance in one region, they immediately reinvest to break into the next, maintaining continuous momentum.
Historic Return on Investment
The massive investment has yielded historic results for both Rema and the Afrobeats genre. Since its release in 2022, and later boosted by the Selena Gomez remix, Calm Down has shattered multiple global records:
- Spotify Milestone: It became the first African song in history to surpass one billion streams on Spotify.
- Billboard Success: It remains one of the longest-charting African tracks on the Billboard Hot 100.
The song firmly established Rema as a leading international figure in the Afrobeats movement. Don Jazzy’s revelation makes it clear that global success is powered not only by talent but also by well-structured, high-budget campaigns that rival those of major Western pop acts.
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Source: Africa Publicity
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