Bad Bunny’s Super Bowl Announcement Is Proof That Latin Music Is American Music

In my humble opinion, there are only a handful of pop culture artists who have reached the kind of truly global, era-defining impact that Bad Bunny has. Of course, there was Michael Jackson, Prince, Madonna, Whitney Houston, Lady Gaga, and Beyoncé. But when people think of these icons though, they immediately associate them with American music and American pop culture.

Meanwhile, Bad Bunny — born Benito Antonio Martínez Ocasio, raised in Vega Baja, Puerto Rico — hasn't just become one of the most recognized Latin music artists in the world; he's woven himself into the very fabric of what we consider American music today. The recent news that he will headline next year's Apple Music Super Bowl LX Halftime Show should come as no surprise to anyone. It's a clear reflection of how deeply Latin music and Latine culture have influenced and become part of American culture.

In just the past few years alone, Bad Bunny has shattered boundaries as a music artist. For starters, all seven of his albums, including his joint album "Oasis" with J Balvin, have peaked at No. 1 on the Billboard Top Latin Albums chart. His album "El Último Tour del Mundo" made history as the first all-Spanish-language album to reach No. 1 on the all-genre Billboard 200. "Un Verano Sin Ti" not only topped the Latin chart for 60 weeks but also spent 13 weeks at No. 1 on the Billboard 200. It became the top album of the year and the first Spanish-language album to be recognized in that top category. His 2025 album "Debí Tirar Más Fotos" also made waves, spending 20 weeks at No. 1 on Billboard's Hot Latin Songs chart. He's been one of the most-streamed artists on platforms like Spotify and Apple Music, even earning the title of Spotify's most-streamed artist worldwide multiple years in a row.

His Puerto Rico residency, "No Me Quiero Ir de Aquí," ran from July to mid-September at the José Miguel Agrelot Coliseum in San Juan with a total of 31 shows. It drew over 600,000 attendees and poured millions into Puerto Rico's local economy. More importantly, the concert series wasn't just a huge success in terms of numbers; it was a celebration of Puerto Rico, its people, and their cultural identity. It also resonated deeply with Latine communities in the States, proving just how central Puerto Rican culture and Latin music are to the larger American narrative. It's a reminder that Latines living in the States, including those from Puerto Rico, are an integral part of American culture.

In many ways, Shakira and Jennifer Lopez headlining the 2020 Super Bowl Halftime Show — in which Bad Bunny actually made a guest performance appearance — paved the way for him to take the stage next year. Not only was it the first time two Latina artists co-headlined a Super Bowl halftime show, but their performance also earned four Primetime Emmy nominations and won one, making it one of the most celebrated women-led halftime shows in history. It underscored the cultural significance of Latin music in the United States and helped open the door for even more representation on one of America's biggest stages.

"What I'm feeling goes beyond myself," Bad Bunny said in a statement released by the NFL about his own Halftime Show. "It's for those who came before me and ran countless yards so I could come in and score a touchdown . . . this is for my people, my culture, and our history. Ve y dile a tu abuela, que seremos el HALFTIME SHOW DEL SUPER BOWL."

When I had the honor of seeing Bad Bunny perform live at one of his July residency shows this summer, I noticed something remarkable: there were abuelas and abuelos dancing in the coliseum with the same energy as the younger fans. Benito's appeal spans generations because of the message he's been conveying — not just through his music, but also through how he utilizes his platform to advocate for social and political issues, especially those affecting Puerto Rico and Latine communities in the United States.

Bad Bunny's upcoming Super Bowl performance — at one of the most quintessentially American broadcast events, led by the NFL, an organization that has long been criticized for its racial equality issues — is further proof that he's successfully brought Latin music and culture to the forefront. The fact that he's always said his music and concerts are for his people, his culture, and their history is a powerful statement. It proves that no matter how hard America might try to overlook the force that is Puerto Rico and the Latine community, we're not going away — we're only getting stronger.

Personally, I'm crossing my fingers that he does the entire performance in non-English, cabrón!

Johanna Ferreira is the content director for PS Juntos. With more than 10 years of experience, Johanna focuses on how intersectional identities are a central part of Latine culture. Previously, she spent close to three years as the deputy editor at HipLatina, and she has freelanced for numerous outlets including Refinery29, Oprah magazine, Allure, InStyle, and Well+Good. She has also moderated and spoken on numerous panels on Latine identity.