The Super Bowl LXI halftime show is set to be a landmark moment, not just for the NFL, but for Latin music and Puerto Rican culture. Bad Bunny, the global music sensation, will take the stage on , a culmination of a decade-long rise from bedroom producer to international superstar.
Born Benito Antonio Martínez Ocasio in Vega Baja, Puerto Rico, Bad Bunny’s journey began with uploading tracks to SoundCloud while working as a bagger at a supermarket. His early career was characterized by a DIY ethos and a refusal to conform to industry expectations. He famously stated, “I don’t know anyone in the music world… There’s no way I’m going to buy a pincho (a street food snack) and run into Daddy Yankee.” This sentiment encapsulates the improbable nature of his ascent.
That ascent has been nothing short of meteoric. In 2020, 2021, 2022, and 2025, Bad Bunny was the most streamed artist globally on Spotify, surpassing established pop giants like Taylor Swift and Drake. His 2025 album, “Un Verano Sin Ti,” was recognized as the most streamed album in Spotify history, achieving over 15 billion plays, according to Guinness Records. As The New Yorker put it last year, he is “the biggest pop star.” The New York Times went further, declaring he “has reinvented the sound of Spanish-language music.”
But Bad Bunny’s impact extends beyond sheer numbers. He’s redefined the relationship between Latin artists and the global music industry, imbuing urban music with a fresh sound through unexpected blends of genres and deeply rooted Caribbean influences. His music isn’t simply translated for a wider audience; it’s authentically Puerto Rican, and increasingly, a vehicle for cultural and political expression.
His albums function as sonic maps of Puerto Rico and the Caribbean, weaving together personal narratives with broader social commentary. Songs address issues like frequent power outages (“El apagón”) and gentrification (“Lo que le pasó a Hawái”), grounding his music in the realities of life on the island. This commitment to his roots is a deliberate act of cultural preservation, particularly significant given Puerto Rico’s complex political status as a U.S. Territory.
Bad Bunny’s willingness to challenge conventions extends to his personal style and gender expression. His embrace of vibrant colors, bold patterns, and nail polish challenged the traditionally hyper-masculine norms of the Latin music scene. This fluidity is reflected in his music, which often explores themes of love, desire, and identity with a refreshing openness.
His activism is equally noteworthy. He was a visible presence during the 2019 protests in Puerto Rico and has used his platform to support independentist politicians. He’s also been vocal about issues like immigration, even refusing to include the United States on his tour schedule in 2025 out of concern that ICE might use it to target migrants. He publicly displayed the message “Fuera ICE” during a Grammy performance.
However, this activism hasn’t been without scrutiny. Some critics, like Silvia Díaz Fernández of Coventry University, point to contradictions within his work, noting that messages of female empowerment sometimes coexist with lyrics that perpetuate sexist tropes. This complexity underscores the ongoing conversation surrounding representation and responsibility within the music industry.
Bad Bunny’s influence extends beyond music into the realm of fashion. He’s become a style icon, gracing the cover of magazines and collaborating with high-end designers. His recent appearances have often incorporated symbols of Puerto Rican national identity, such as the pava, a traditional hat worn by farmers during the Spanish colonial period.
The Super Bowl performance represents a pivotal moment. He will be the first artist to headline the show having recorded all his albums exclusively in Spanish. When announcing the performance, he playfully challenged those who don’t speak Spanish to “learn” the language in the four months leading up to the event. This statement highlights his commitment to representing his culture on a global stage.
As Leila Cobo, co-director of content at Billboard, notes, Bad Bunny’s success lies in his ability to transform the local and regional into something globally resonant. He’s not simply exporting Puerto Rican culture; he’s integrating it into the fabric of mainstream pop, creating a sound that is both distinctly his own and universally appealing. His performance on will undoubtedly be a celebration of that achievement, and a powerful statement about the growing influence of Latin music on the world stage.
