Mavin Records founder Don Jazzy has disclosed that it took millions of dollars to push Rema’s global smash hit “Calm Down” to the level it reached worldwide.
In a new interview on Bounce 91.9 FM with Toolz, Don Jazzy broke down the financial reality behind the 2022 hit from Rema’s Rave & Roses album, citing radio promotion, social media marketing, playlisting, and global advertising as major cost drivers.
According to Don Jazzy:
“ A song like Calm Down, we probably spent close to 4–5 million dollars to get it to where it is.”
The heavy investment paid off. The remix with Selena Gomez became one of the biggest Afrobeats crossovers in history, peaking at No. 7 on the Billboard Hot 100, topping the UK Singles Chart, and amassing 1.78 billion streams on Spotify by December 2025.
Reacting further on X, Don Jazzy explained that despite the success Afrobeats has enjoyed globally, the genre is “still a baby” when compared to older, more established genres.
He noted that artists, producers, and label heads are still learning and adjusting to the fast-changing music ecosystem.
In his words:
“This our beloved Afrobeats is still a baby genre in the grand scheme of things. We are all still learning everyday as the game is ever changing.”
He also reflected on how drastically music promotion costs have risen in Nigeria.
“If you told me just 6 years ago that an afrobeats video could cost over 20m naira I would say ahh that’s way too much o. But behold some of us have shot videos over $100k.”
Don Jazzy added that he remains open to learning from those who have ventured into areas he hasn’t yet explored.
“If Burna tells me what it takes to do multiple international stadium shows, I will take notes… If Dangote tells me what it cost to build a refinery in Lagos, I will learn from him.”
He ended with a note to upcoming creatives and young record label owners:
“If I tell you how to run a successful record label in Nigeria, I will advise you take notes… we no plenty wey don run am.”
The revelation sheds light on the massive stakes now involved in pushing Afrobeats to the global mainstream, and the level of investment required to compete internationally.
As Afrobeats continues to expand its global footprint, Calm Down remains a shining example of what happens when talent meets strategic, high-level investment.