Just a week removed from a historic Grammy win, Bad Bunny is poised to take the stage at the Super Bowl this Sunday, marking a watershed moment for Latin music and representation on America’s biggest cultural platform. The Puerto Rican superstar, born Benito Antonio Martínez Ocasio, secured Album of the Year for ’s Debí Tirar Más Fotos, a politically charged record deeply rooted in Puerto Rican music and culture – the first Spanish-language album to ever receive the honor.
The significance of Bad Bunny’s ascent extends beyond the music charts. His Grammy acceptance speech for Best Música Urbana Performance included a pointed message of solidarity, echoing anti-ICE sentiment prevalent among many artists at the awards show. “ICE out,” he stated, adding, “We are not savages, we are not animals, we are not aliens. We are humans and we are Americans.” This statement, coupled with his broader message of love over hate, foreshadows the potential for a politically charged performance on Sunday, a prospect that has already drawn reactions from both sides of the political spectrum.
In a press conference on , Bad Bunny emphasized his desire to create a celebratory atmosphere. “I really want people to have fun. It’s gonna be a huge party. I want to bring what people can always expect from me and a lot of my culture,” he said. This promise of cultural immersion comes after a in San Juan, Puerto Rico, which he initially hesitated to bring to the United States due to concerns about the presence of ICE officials and the safety of his fans. He voiced these concerns in an interview with i-D, explaining the fear that ICE could be stationed outside his concerts.
The announcement of Bad Bunny as the Super Bowl halftime performer was met with a mix of excitement and opposition. While celebrated by many as a victory for Latin representation, it also drew criticism from figures like Corey Lewandowski, a Department of Homeland Security advisor, who called the booking “shameful” and accused Bad Bunny of harboring anti-American sentiment. Homeland Security Secretary Kristi Noem went further, stating that ICE would be “all over” the Super Bowl.
Bad Bunny addressed potential critics during his hosting gig on Saturday Night Live, delivering a Spanish-language monologue followed by a playful challenge in English: “If you didn’t understand what I just said, you have four months to learn.” This moment sparked a surge in interest in learning Spanish, with Duolingo even launching a “Bad Bunny 101” course last month to cater to the newfound demand.
The cultural impact of Bad Bunny’s rise is undeniable. He’s not simply a musician; he’s a cultural phenomenon who has consistently used his platform to advocate for his community and challenge societal norms. His success is particularly resonant in states like Florida, which boasts a large Puerto Rican population and where Afro-Latino and African American cultures have long intertwined.
The NFL stands by its decision to book Bad Bunny, with commissioner Roger Goodell calling him “one of the greatest artists in the world” and highlighting his understanding of the platform he’s been given. This endorsement underscores the league’s recognition of Bad Bunny’s cultural significance and the potential for his performance to reach a vast and diverse audience.
This won’t be Bad Bunny’s first appearance on the Super Bowl stage. He previously made a guest appearance during Shakira and Jennifer Lopez’s co-headline performance in . However, this year’s performance carries a different weight, as he takes center stage as the sole headliner, representing a significant milestone for Latin music and a powerful statement about inclusivity in American pop culture.
Beyond the music, the Super Bowl remains a massive advertising event. This year, 30-second ad spots are commanding a staggering $10 million, with brands vying for attention from the estimated 100+ million viewers. A-list celebrities like Sabrina Carpenter, Ben Affleck, Bradley Cooper, Melissa McCarthy, Lady Gaga, and Emma Stone are slated to appear in commercials, while brands are increasingly targeting Gen Z with campaigns featuring influencers like MrBeast, Addison Rae, and Amelia Dimoldenberg of Chicken Shop Date.
Adding a layer of technological intrigue, this year’s Super Bowl will feature the first mainly AI-generated ad, courtesy of vodka brand Svedka, showcasing a robot couple dancing with human partygoers. However, not all AI-related advertising is going smoothly. Anthropic and its AI assistant Claude are directly challenging OpenAI’s ChatGPT with an ad promising an ad-free experience, prompting a sharp rebuke from OpenAI CEO Sam Altman, who labeled the ad “clearly dishonest.”
Notably, former President Donald Trump will not be in attendance at this year’s game, citing the distance to Santa Clara, California, and expressing his disapproval of Bad Bunny and Green Day, who are performing before kickoff. “I’m anti-them. I think it’s a terrible choice. All it does is sow hatred,” he stated in an interview. Despite this opposition, Bad Bunny remains focused on delivering a performance that prioritizes fun and cultural celebration, urging audiences to “only have to worry about dancing.”
