Nigerian singer and songwriter Fave has spoken about her decision to leave Atlantic Records and pursue her music career independently, saying she felt the label was not doing enough to promote her music.
According to the singer, her experience with the international record label led her to reconsider her career direction and ultimately make the decision to operate as an independent artiste.
Fave also recalled her reaction after learning about the reported amount spent by music executive Don Jazzy on the promotion of Rema’s hit song, “Calm Down.” She said she was shocked when she heard that about $5 million had allegedly been spent promoting the song.
However, the singer said her reaction changed after discussing the figure with some of her colleagues and friends in the Nigerian music industry. According to Fave, they told her that the reported amount was not particularly large when compared with the scale of investment that can go into promoting major international music projects.
The comments have drawn attention to the wider conversation surrounding music promotion, record-label investment and the expectations artistes have when entering agreements with major record companies.
For many artistes, securing a record deal can provide access to financial resources, marketing, distribution networks and international opportunities. However, the level of promotional support provided by a label can also become an important consideration in an artiste’s career, particularly in an increasingly competitive music industry.
Fave’s decision to go independent therefore marks a new phase in her career as she takes greater control of her music and the direction of her artistry.
The singer has built a following with songs including “Baby Riddim” and has continued to attract attention within Nigeria’s contemporary Afrobeats scene.
Her latest comments have also prompted discussions among music fans about the financial realities of promoting songs, the difference between local and international marketing budgets, and how artistes can build sustainable careers outside traditional record-label structures.
Fave’s remarks about Don Jazzy and Rema’s “Calm Down” promotion were presented as part of her broader reflection on her experience in the music industry. The reported $5 million figure should therefore be treated as a claim attributed to the singer rather than an independently verified expenditure figure.
Now operating independently, Fave is expected to continue developing her career while navigating the opportunities and responsibilities that come with greater control over her music and business decisions.
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