Why is Bad Bunny so popular? How Super Bowl 60 halftime show act transcends language barrier

Bad Bunny is manning the stage at the Super Bowl 60 halftime show. The performance could serve as a victory lap of sorts for the Puerto Rican artist, whose 2025 album, "Debí Tirar Mas Fotos', became the first Latino record to win Album of the Year at this year's Grammys.

The 31-year-old artist, real name Benito Antonio Martínez Ocasio, has long been considered one of Latin America's finest musical talents. His projects have garnered millions of sales and billions of streams, while his political ideology -- shaped by his Puerto Rican upbringing -- has made him a favorite among masses of people, both in Latin America and beyond.

For the NFL, an entity which has embraced the homely confines of American nationalism, the partnership might appear an unusual one. Money sings a sweet tune, though -- for league and artist alike, the collaboration should prove profitable.

So, just how does one explain Bad Bunny's popularity to the layman? Here's what you need to know.

MORE SUPER BOWL HALFTIME SHOW NEWS:

• Why is Bad Bunny halftime show controversial?
• Bad Bunny's best songs with English translations
• What songs will be on Bad Bunny's set list?
• How much money do halftime show performers make?

© Stephanie Amador / The Tennessean / USA TODAY NETWORK

Why is Bad Bunny so popular?

Bad Bunny's sonic stylings are a lineage of sorts, shaped by croons from past generations of Latino musicians. While he is best known for his embrace of Latin trap, Bad Bunny's music is influenced by merengue, salsa and reggaeton. His childhood was soundtrack by famous vocalists -- Marc Antony, Héctor Lavoe, Juan Gabriel, and Tego Calderón, the latter of whom played a special role in the Martínez household.

“I always tell the story of when I was in school: If I was feeling lazy and I didn’t want to get up, they’d threaten me with not being allowed to listen to Tego Calderón," Bad Bunny told GQ in 2022. "Man, I’d get up so fast and get dressed. I’d be ready. ‘You’re not going to listen to Tego’s song!’ And I’d say, ‘Okay, Mami, fine. I’m ready!’ ”

Like his forebears in harmony, Bad Bunny performs almost exclusively in Spanish. It's an intentional decision for the 31-year-old, who hasn't shied away from his Latino -- and, more specifically, Puerto Rican -- identity. A vocal advocate of Puerto Rican independence who has likened the plight of Puerto Ricans to that of Hawaiians -- those living in a tourist and military "playground" whose political and economic self-determination has been stripped away -- Bad Bunny's messaging has meaning. Latin America is a diverse region, pockmarked by distinct cultures and customs. But the oppression it has endured has followed a familiar refrain, according to Uruguayan journalists and novelist Eduardo Galeano.

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“Latin America is the region of open veins," Galeano wrote in 1971. "Everything from the discovery until our times, has always been transmuted into European – or later United States – capital, and, as such has accumulated in distant centers of power."

Bad Bunny's music is catchy. It blends the rhythms of a variety of enchanting genres to create something distinctly new. The novel offering has its own "sazón" -- termed by Dr. Yarimar Bonilla, a professor of anthropology at the City University of New York Graduate Center -- as "the distinct cultural flavor and connection to the past that defines our communities."

Bad Bunny "has opted to lean into his Puerto Ricaness, doubling and tripling down on opaque references to Puerto Rican culture, local celebrities, off-the-beaten-path spots on the island and throwbacks to his childhood in Vega Baja," Bonilla wrote in a 2023 New York Times op-ed. "For a community that rarely sees itself represented in mainstream media, the allusions feel like subversive winks and nods to those cool enough to be in the know."

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As Bonilla notes, Bad Bunny's detractors could wonder where his fanbase comes from. The simple answer is the Spanish-speaking world -- a diaspora that contains nearly 600 million people, according to Ethnologue. That alone doesn't reflect Bad Bunny's popularity, however. He's also a favorite among English-speaking audiences -- reflected by his Album of the Year win at the 2026 Grammys. And although many in the English-speaking world might not be able to translate his lyrics, the same could be said for non-English speakers who flock to Michael Jackson, Madonna and Drake shows over the years, entranced by the rhythms and melodies.

All told, there's not one single reason why masses of people have taken a liking to his music. His commitment to honoring the sounds that swirled around him during his childhood certainly help, though. It's also worth noting that his ascent has coincided with the rise of streaming platforms like Spotify and Apple Music, allowing for an easier transfer of music from market-to-market. 

Albums sold

As of Feb. 1, Bad Bunny has sold 123.4 million equivalent album sales, according to ChartMasters. That places him 50th all-time -- just ahead of Adele, The Weeknd and Beyonce and just behind Britney Spears, Stevie Wonder and Justin Bieber.

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Spotify streams

Bad Bunny brought in 19.8 billion Spotify streams in 2025. That made him the platform's most-streamed artist -- his fourth different time receiving the honor. According to ChartMasters, Bad Bunny has accrued upwards of 100 billion streams across his musical career. He's one of four athletes to post such figures, joined by Taylor Swift, Drake and The Weeknd.

Bad Bunny awards

Bad Bunny has taken home nearly 200 major awards since starting his musical career in earnest. Among his most prominent wins: six Grammys (including one for Album of the Year in 2026); 17 Latin Grammys, 16 Billboard Music Awards and 54 Billboard Latin Music Awards.

Bad Bunny tours

Bad Bunny has conducted a handful of tours during his glistening career. The Vega Baja native has traveled the world six different times, most recently in 2025 with the Debí Tirar Más Fotos World Tour. Initially slated to take place as a 24-date show, the outing swelled in size due to increased demand. Bad Bunny famously opted against performing in the mainland United States, citing concerns that ICE would terrorize his fanbase at shows.

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The Debí Tirar Más Fotos World Tour tour will conclude with a trip to Brussels in the summer.

Bad Bunny social media followers

Bad Bunny has more than 85 million followers across Instagram, X and TikTok. That pales in comparison to other stalwarts like Swift and The Weeknd, among others. Still, he remains one of the world's most popular figures on social media. That number should experience a rise following his performance at the Super Bowl 60 halftime show, too.

Most popular musicians 2026

Here's a look at the most popular artists in the world in 2026, sorted by Spotify monthly listeners, equivalent album sales (via ChartMasters), and social media followers. Unsurprisingly, Taylor Swift leads the pack, tallying more album sales and social media followers than any of her peers. She's trailed by Bad Bunny, who stole a march on her with a glistening 2025 that saw him command more listeners on Spotify than any other artist.

While Bad Bunny's raw figures indicate that he's less popular than the likes of Drake, Bruno Mars, The Weeknd, and others, he only released his first project in December 2018. By comparison, Swift has been releasing music since 2006, while Drake, Bruno Mars, and The Weeknd all released their first albums in the early 2010s. We can expect the "deficit" between Bad Bunny and his colleagues to melt as the years go on.

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Bad Bunny vs. Taylor Swift popularity

Bad Bunny is undoubtedly one of the globe's biggest names. But how does his impact on the music industry compare to that of Taylor Swift? Well, it depends on the metrics one is using to assess their might.

Bad Bunny enjoyed a wondrous 2025, collecting some 19.8 billion streams on Spotify alone. That made him the platform's most-listened to artist, besting Swift, who finished in second.

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Still, Swift has the advantage in terms of monthly Spotify listeners. She garners more than 105 million monthly listeners, nearly 25 million more than Bad Bunny commands. Apple Music and Tidal don't share listening metrics for artists, so it's unclear whether those figures are the same across other platforms.

There could be a simple explanation for Swift's streaming success compared to that of Bad Bunny. She has far more music in her catalogue, producing 12 original albums, four re-recorded albums, five EPs and four live albums. By comparison, Bad Bunny has only dropped seven studio albums, one mixtape, one EP and one compilation album.

Swift has historically been the more popular artist of the two. But that ordering could change in the years to come -- especially after Bad Bunny takes the stage at the halftime show. The NFL banner tends to precipitate a sudden bump in performers' streaming numbers.

Maroon 5's sales sky-rocketed 434 percent on the day of their halftime show back in 2019, per Billboard. Justin Timberlake experienced a similar uptick, upping his album sales 534 percent after his '18 showcase. Lady Gaga was reported to have seen her numbers surge by 1,000 percent after rocking the house at Super Bowl 51 in '17.

That should aid in allowing Bad Bunny to pull closer to Swift, at least in the short-term.

Swift holds a major edge in social media followers (she's up to more than 450 million acolytes across Instagram, X, TikTok and YouTube). Her net worth reportedly sits at $1.6 billion, according to Business Insider. That figure is 16 times greater than Bad Bunny.

So, is Bad Bunny more popular than Taylor Swift? All data seems to point to no, although there's reason to believe the gap is closing between the two. 

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Does Bad Bunny have songs in English?

None of Bad Bunny's songs are in English. He employs a distinct dialect of Caribbean Spanish, says Bonilla, marked by phrases "full of so many skipped consonants, Spanglish, neologisms and argot that it borders on Creole.

That's not to say Bad Bunny can't speak English. He is more than proficient in the language, routinely using it during interviews with American media. He is still learning the language. But so are many native English speakers.

"I like speaking English in private," Bad Bunny told Vogue in 2024. "Not on camera or somewhere else."

allows him to avoid getting lost in translation, allowing him to pierce through the masses' biases without fear of bringing having his messaged rerouted.

Bad Bunny's most popular songs

Here is a look at Bad Bunny's most popular songs. 

*Indicates song is a collaboration with others, and Bad Bunny was featured on the track

Bad Bunny net worth 2026

Bad Bunny is worth $100 million, according to Celebrity Net Worth. That puts him right in the mix of a handful of noteworthy musical acts, including Travis Scott ($80 million), Cardi B ($100 million) and Migos ($150 million).