Photo Credit: Instagram/@blackxcellencee
Music executive Don Jazzy has lifted the lid – at least partially – on what it allegedly cost to turn Rema’s “Calm Down” into one of Afrobeats’ biggest global records. Speaking on Toolz’s “Bounce” show on YouTube, the Mavin Records boss claimed the label spent roughly $4–5 million promoting the track worldwide.
He explained that pushing a record to that level involves aggressive promotion across several markets, from radio and playlists to lifestyle content, tours and strategic collaborations. According to Don Jazzy, Mavin’s usual playbook is to dominate one territory at a time before expanding, and “Calm Down” was no different – only this time, the spend was massive to match its global ambitions.
Clips from the interview, shared on X, quickly went viral. While some industry insiders agreed that global campaigns can easily run into millions of dollars, others questioned the figure, suggesting he might be exaggerating to emphasise how capital-intensive the music business has become. The comment section under reposted clips is filled with sceptics, stans and curious observers arguing over whether that budget could realistically have been recouped from streams, remixes and touring.
Whatever the true breakdown, one thing is clear: “Calm Down” has more than justified its hype, with its Selena Gomez remix topping charts across Europe and North America and becoming one of the most recognisable Afrobeats crossovers of the decade. Don Jazzy’s revelation has now added a new conversation layer – not just about hits, but about how much money labels are really sinking into making Afrobeats global.
Source:Instagram/@blackxcellencee, Gistmania – report on Don Jazzy’s claim that Mavin spent $4–5 million promoting Rema’s “Calm Down”.
