NFL says Bad Bunny is good for business

Spanish-language Super Bowl performance is part of global marketing

Mike Cote

The backlash over Bad Bunny’s performance during the Patriots–Seahawks Super Bowl halftime show is a good example of when business bumps up against politics.

Bad Bunny, a native of Puerto Rico who performs in Spanish, is one of the most popular performers in the world and just became the first artist to win Album of the Year for a record sung entirely in Spanish.

While Grammy voters are made up of music industry professionals — members of the Recording Academy — they traditionally have selected performers who have become best-selling artists. In the age of streaming, Bad Bunny has sold the equivalent of more than 123 million albums.

Artists who have performed the coveted halftime show over the years include Bruce Springsteen, Tom Petty, Prince, Madonna, Katy Perry, Janet Jackson and Lady Gaga — top artists designed to attract viewers.

Bad Bunny previously appeared as a guest in 2017 when Shakira and Jennifer Lopez hosted the halftime show. His star has risen considerably since then.

While the rapper and singer openly criticized the Trump administration for its immigration policies, the blowback was not enough to derail the NFL’s blueprint to reach a larger global audience, which includes millions of Spanish-speaking people.

“The NFL has a longstanding goal of growing its international audience,” ESPN reported, noting that the NFL played a record seven games this season in five international cities: Sao Paulo, Dublin, London, Berlin and Madrid.

While Bad Bunny’s politics drew the ire of Trump and MAGA conservatives, the language barrier is also the element that might have turned off some other viewers — including baby boomers pining for their aging classic rock heroes or an upstart rock band.

I advised one person in our viewing party to experience the show the same way they would enjoy an instrumental performance. How could you not be moved by the dance-floor vibes and the Cuban-style big band rhythms?

I have no idea what Bad Bunny was singing about, having never bothered to learn how to speak Spanish (I once could speak French conversationally back in high school). That aspect of the performance is arguably what alienated some viewers: We are not used to being outsiders. What do you mean, it’s not in English?

Bad Bunny, born Benito Antonio Martínez Ocasio, was championing Puerto Rican heritage and offering a perspective of the world that asks us to think beyond ourselves. It’s also music for young people. He’s just 31.

It’s a good thing for personal growth to be on the outside from time to time. Experiencing other races, cultures and languages opens new worlds to explore, even if you ultimately decide you’re not adding that artist to your Spotify playlist.

Years ago, when I was the editor of a business magazine in Denver, I was invited to attend the launch party for a new business group formed by high-profile Hispanic business leaders. The black-tie event featured a keynote speech from Don Miguel Ruiz, who worked as a neurosurgeon before writing a series of bestselling spiritual self-help books beginning with “The Four Agreements.”

The event was conducted entirely in English except for the featured musical act: a traditional mariachi band.

I felt a bit sheepish not comprehending what the band was singing about as they marched into the room and entertained the crowd. I said as much to a woman standing next to me, who beamed a smile and made me feel welcome.

“Right now, they are singing about what a joy it is to be drunk,” she said.

Music truly is a universal language.

NH Business Review on the road

On Tuesday, Feb. 17, I’ll be talking about the New Hampshire economy at the Chamber Collaborative of Portsmouth’s 2026 Economic Outlook Breakfast, which runs from 8 to 10 a.m., at the Atlantic Grill, 5 Pioneer Road, Rye.

At the top of the bill is Dr. Daniel Cooper, vice president and economist at the Federal Reserve Bank of Boston. His research interests include household behavior, monetary policy and the labor market.

Visit portsmouthchamber.org and check out the events dropdown for more information and to register. Admission is $30 for members and $40 for others. You can also send an email to Ben Van-Camp at ben@portsmouthcollaborative.org.