Don Jazzy Reveals It Costs $300K to Push Two Singles in Nigeria
Nigerian music executive and Mavin Records founder Don Jazzy has pulled back the curtain on the rising costs of music promotion in Nigeria — revealing that pushing even just two singles can cost up to $300,000 or more. His insight highlights how competitive and resource-intensive the music industry has become in the digital age.
High Stakes in Music Promotion
Speaking in a recent interview on Bounce FM, the legendary producer explained that the cost of promoting a song isn’t fixed — it varies wildly depending on strategy, platforms, and market reach. For artists aiming to break through both locally and internationally, the promotional budget can quickly escalate.
According to Don Jazzy, while local promotions might begin around a modest figure, pushing two singles — with coordinated radio, digital, social media campaigns, playlist placements, and visibility efforts — could easily total $300,000 or more before all is said and done.
Why So Much Investment?
The music industry has changed. Gone are the days when organic buzz alone could sustain an artist’s breakout career. Today, top acts rely on multi-layered promotional campaigns to capture attention in a crowded marketplace:
- Streaming platforms & playlist pitching
- Radio airplay & DJ placements
- Social media ad campaigns
- Music video production and launch events
- Collaborations with influencers & content creators
Don Jazzy also used the massive global campaign behind Rema’s hit “Calm Down” as an example. He disclosed that Mavin Records invested between $4 million and $5 million to push that song to international audiences — underlining just how costly it can be when scaling beyond Nigeria.
What This Means for Nigerian Artists
For emerging and independent artists, these figures might seem daunting — and they are. But Don Jazzy’s comments are a reality check about the current economics of music in the digital era. Building momentum through targeted promotion is no longer optional if artists want to compete locally and globally.
With Nigeria now producing chart-topping global hits and artists crossing over to the US Billboard charts, investments at this scale are increasingly part of building sustainable careers.
Final Thoughts
Don Jazzy’s candid remarks underscore how much the business of music has evolved. While organic talent remains the foundation, strategic spending — from $100,000 budgets to multi-million-dollar campaigns — is now a core part of getting songs heard. For artists navigating this landscape, understanding promotional costs is critical to planning a successful career in today’s industry.
DjMondo Mirror Mirror – Promotional Highlight
Before you go, check out DjMondo’s Afro-soul single “Mirror Mirror” — a track gaining traction for its heartfelt lyrics and fresh sound.
🎧 Stream “Mirror Mirror” on Audiomack Now
Support DjMondo as he continues elevating Nigerian music to the world stage.
