Nigerian singer who pioneered “Afro-rave” sound and achieved the biggest Afrobeats crossover hit in US history with “Calm Down” remix. Represents the new generation of globally minded African artists.
Mavin Records Discovery
Rema (Divine Ikubor) was discovered at age 17 through Instagram freestyles. Mavin Records boss Don Jazzy signed him immediately, recognizing his unique blend of Afrobeats, trap, and Indian influences.
March 2019: Debut EP Rema featured “Dumebi” and “Iron Man,” introducing his “Afro-rave” sound — uptempo Afrobeats with rave/electronic energy and trap ad-libs.
Afro-Rave Pioneer
Rema created “Afro-rave” by fusing:
- Afrobeats rhythms
- EDM/rave energy and drops
- Trap vocal delivery (“skrrt skrrt” ad-libs)
- Bollywood-influenced melodies (from his Indian music obsession)
This hybrid appealed to Gen Z listeners across continents. Songs like “Beamer (Bad Boys)” became global TikTok hits.
Calm Down Phenomenon
February 2022: “Calm Down” from Rave & Roses album became a hit in Africa.
September 2022: “Calm Down” remix with Selena Gomez transformed the song into a global smash:
- #3 on Billboard Hot 100 (highest for an Afrobeats lead artist)
- #1 on Billboard Afrobeats chart for over 60 weeks (record)
- Over 1 billion Spotify streams (first African artist-led song)
- Over 800 million YouTube views
The song’s success surpassed even Wizkid’s “Essence” in commercial impact, becoming the biggest Afrobeats crossover hit in US history.
Gen Z Appeal
Rema’s aesthetic resonated with young global audiences:
- Anime references (fan of Naruto, used in visuals)
- Streetwear fashion
- Social media fluency
- Genre-less approach to music
His willingness to blend Afrobeats with trap, EDM, and pop without concern for “authenticity” made him polarizing but commercially unstoppable.
Cultural Impact
Rema proved Afrobeats’ next generation could be even bigger than pioneers like Wizkid and Burna Boy. “Calm Down” introduced tens of millions to Afrobeats for the first time.
Controversy: Some African purists criticized his “rave” label, arguing he was diluting Afrobeats. Rema defended artistic freedom over genre loyalty.
Awards: Headies Awards, Soundcity MVP Awards, BET Awards nomination. Billboard charting records.
Sources: