I spent $4 – $5m to promote Calm Down – Don Jazzy

Don Jazzy has revealed the huge investment required to take Rema’s hit single “Calm Down” global.

During a recent podcast interview, the Mavin Records boss revealed that promoting a song like this internationally could cost between $4 million and $5 million.

Explaining the strategy behind the expenditure, Don Jazzy said it’s not just about producing a great track but also about carefully positioning it in different markets to maximize its reach. He described it as a “lifetime cost,” highlighting the scale of effort needed to make an Afrobeats record resonate worldwide.

He said, “A song like ‘I’m Down’ now, you will probably spend close to four or five million dollars to get it to where it is. Okay, as we conquer this place now, you spend the next money, you go to the next place. Wow, $4–5 million. Yeah, the lifetime cost, now you don’t know it. That’s a good question.”

When asked about how much revenue “Calm Down” has generated so far, Don Jazzy added, “A lot!” — highlighting both its global reach and commercial impact.