Nigerian singer Fave has opened up about why she left Atlantic Records, saying she felt the label was not doing enough to promote her music.
Speaking about her experience with the record label, Fave explained that the level of promotion she received did not meet her expectations and made her question how much investment was being put behind her music.
According to the singer, she became particularly surprised after hearing about the amount reportedly spent by Don Jazzy on promoting Rema’s hit song, “Calm Down.”
“I left Atlantic Records because they weren’t promoting my music enough. When I heard Don Jazzy spent $5M promoting Rema’s ‘Calm Down,’ I was going crazy. That’s a lot of money! But when I spoke to people in the industry, they said it wasn’t a lot.”
Fave’s comments highlight the different levels of investment that can go into promoting music, particularly when artists are signed to major international record labels or backed by established industry executives.
Her experience also raises questions about the expectations artists have regarding marketing, promotion and the resources labels commit to their projects.
For Fave, the decision to leave Atlantic Records was ultimately connected to her desire for greater support and visibility for her music.
