The stage is set for a unique Super Bowl halftime show , as Puerto Rican rapper Bad Bunny takes center stage at Levi’s Stadium in Santa Clara, California. Beyond the spectacle, the performance represents a significant moment for Apple Music, which is sponsoring the event and has cultivated a decade-long relationship with the artist.
A Decade-Long Partnership
Bad Bunny’s rise to global stardom wasn’t simply a matter of talent; it was also a story of discovery and consistent support. According to Rachel Newman, co-head of Apple Music, the company’s editors first identified Bad Bunny’s potential back in , reaching out to him directly to bring his music onto the platform. This early championing laid the groundwork for a partnership that has now culminated in a Super Bowl halftime show headliner slot. Newman described the moment as a “full-circle moment,” highlighting how Bad Bunny has “forever changed global pop music.”
The relationship deepened in when Apple Music host Zane Lowe traveled to Puerto Rico to interview the rising artist. Lowe recalled the interview, which took place on a boat in San Juan Harbor, as a moment where Bad Bunny’s “massive star power and huge charisma” were immediately apparent. This early recognition underscores Apple Music’s strategy of identifying and supporting artists with global appeal.
Beyond the Performance: A Multi-Platform Experience
Apple Music isn’t simply presenting Bad Bunny’s performance; it’s building a comprehensive experience around it. Leading up to the Super Bowl, Apple Music launched “Bad Bunny’s Road to Halftime,” a collection of content designed to immerse fans in the artist’s world. This includes exclusive playlists curated by Bad Bunny himself, such as “Dance Bunny,” “Trap Bunny,” “Sad Bunny,” “Party Bunny,” and “Bunny & Friends,” offering a glimpse into the diverse facets of his musical style.
The platform also features “The DNA of DtMF” playlist, handpicked by Bad Bunny to showcase the Puerto Rican styles and sounds that have influenced his music. A career-spanning 2026 Super Bowl LX Megamix (DJ Mix) created by Bad Bunny’s producer, Tainy, is also available exclusively to Apple Music subscribers. This curated content aims to provide a deeper understanding of Bad Bunny’s artistic journey and cultural influences.
A Cultural Statement
Bad Bunny’s selection as the Super Bowl halftime performer is noteworthy for several reasons. The artist’s prominence represents a shift towards greater inclusivity and recognition of Latin artists on a global stage. The initial reaction to the announcement was met with some criticism and questioning, as noted in reporting, but Apple Music saw the opportunity to showcase an artist with a truly global reach.
The performance itself was designed to reflect Bad Bunny’s cultural roots. The set was inspired by his hometown community in Puerto Rico, and featured a recreation of “La Casita” – a signature element from his residency in Puerto Rico – transported to the football field at Levi’s Stadium. This integration of his cultural heritage into the performance underscores the artist’s commitment to representing his identity and community.
Surprise Guests and a Love Story
The halftime show wasn’t a solo performance. Bad Bunny surprised the audience with appearances from Lady Gaga and Ricky Martin, adding to the spectacle and broadening the appeal of the show. The performance also incorporated a narrative element, unfolding as a love story that culminated in an engagement on stage. This blend of music, cultural representation, and personal moments created a memorable experience for viewers.
The performance kicked off with Bad Bunny performing “Tití Me Preguntó” while holding a football, immediately establishing a connection between the artist and the sporting event. He then proceeded to perform a medley of his biggest hits, including “Eoo,” “Yo Perreo Sola,” “BAILE INoLVIDABLE,” “El Apagón,” “CAFé CON RON,” “MONACO” and “NUEVAYoL.”
Apple Music’s Strategy
Apple Music’s investment in Bad Bunny’s Super Bowl performance is part of a broader strategy to position itself as a key player in the music industry and a platform for global artists. By supporting artists like Bad Bunny from their early stages and providing them with a platform to reach a wider audience, Apple Music aims to solidify its role as a cultural influencer. The company’s decade-long relationship with Bad Bunny demonstrates a commitment to long-term partnerships and a willingness to embrace artists who are pushing boundaries and challenging conventions.
The “ten words” that guided the show’s creative direction – “This isn’t my halftime show; this is everyone’s halftime show” – encapsulate this approach. It signaled a desire to create a performance that resonated with a broad audience, transcending cultural and linguistic barriers. This strategy aligns with Apple Music’s broader goal of connecting artists with fans and fostering a global music community.
