February 2026 will mark a before and after in the history of Latin music. Bad Bunny will become the first Latino artist to headline the Super Bowl halftime show, the most-watched television event in the United States with over 120 million viewers. It's not just a concert, it's a cultural statement that redefines what it means to be Latino in the global mainstream.
From Vega Baja to the World's Biggest Stage
Benito Antonio Martínez Ocasio was born in 1994 in Vega Baja, Puerto Rico. He worked as a bagger at a supermarket while uploading songs to SoundCloud. Today, he's the most-listened-to artist on Spotify worldwide and is about to make history at Super Bowl LX.
The path to the top:
- 2017: "Soy Peor" puts him on the Latin trap map
- 2018: Collaboration with Cardi B on "I Like It" - his first #1 on Billboard Hot 100
- 2020: "YHLQMDLG" and "El Último Tour del Mundo" break records
- 2022: "Un Verano Sin Ti" becomes the most-streamed album of the year on Spotify
- 2023: "Nadie Sabe Lo Que Va a Pasar Mañana" demonstrates his versatility
- 2025: Official announcement as Super Bowl 2026 headliner
Why This Moment Is Historic
The Super Bowl halftime show has traditionally been dominated by Anglo-Saxon artists. Shakira and Jennifer Lopez shared the stage in 2020, but never has a Latino artist been the main solo headliner. Bad Bunny breaks that barrier.
What it represents:
- Reggaeton validation: A genre that was looked down upon for decades now occupies the most prestigious stage
- Puerto Rican representation: Puerto Rico, an island of 3.2 million inhabitants, produces the planet's biggest artist
- Generational change: The NFL recognizes that the Latino audience is key to its future
- Music in Spanish: You don't need to sing in English to conquer the American mainstream
The Impact on the Music Industry
Bad Bunny's confirmation as headliner didn't happen by chance. It's the result of years of change in the industry:
Numbers that speak:
- Latin music represents 9.4% of music consumption in the US (2025)
- Bad Bunny has accumulated over 70 billion streams on Spotify
- He's the only artist in history to be the most-listened-to on Spotify three consecutive years (2020-2022)
- His tours have generated over $400 million in revenue
But beyond the numbers, Bad Bunny has changed the conversation. Artists like Peso Pluma, Feid, Karol G and Rauw Alejandro are following in his footsteps, proving that the Latino market isn't a niche, it's the mainstream.
What to Expect from the Show
Although official setlist details remain secret, fans speculate about what it could include:
Probable songs:
- "Tití Me Preguntó" - The summer 2022 anthem
- "Dakiti" - His most successful collaboration with Jhay Cortez
- "Callaíta" - The song that defined 2019
- "Moscow Mule" - Reggaeton fusion with alternative sounds
- "WHERE SHE GOES" - His foray into house music
Possible surprises:
- Live collaborations with artists like Peso Pluma, Feid or Rauw Alejandro
- Tribute to Puerto Rico with elements of Boricua culture
- Visual production inspired by his music video aesthetics
- Genre mix: reggaeton, trap, dembow, house
What It Means for Latino Gen Z
For the generation that grew up listening to reggaeton on YouTube and watching their favorite artists be ignored by the Grammys, this moment is personal. Bad Bunny at the Super Bowl validates years of defending a genre that many considered "barrio music".
The message for our generation:
- You don't have to change who you are to succeed globally
- Your language and culture have value in the global market
- Spaces that once excluded us now need us
- Success doesn't require approval from traditional gatekeepers
Bad Bunny has been vocal about his Puerto Rican identity, his support for social causes and his refusal to conform to industry expectations. He has worn dresses, painted nails and challenged masculinity norms, all while becoming the planet's most successful artist.
The Legacy He's Building
Beyond the Super Bowl, Bad Bunny is building a legacy that transcends music:
- Film: Acting in "Bullet Train" and lead role in Sony's "El Muerto"
- WWE: Participation in WrestleMania, fulfilling a childhood dream
- Fashion: Collaborations with Adidas and Met Gala appearances
- Activism: Protests against Puerto Rico's governor in 2019, support for LGBTQ+ rights
Super Bowl 2026 is not the final destination, it's another chapter in a story still being written. For Latin music, it's confirmation that the future has arrived. For Bad Bunny, it's the opportunity to show the entire world what it means to be "El Conejo Malo" from Vega Baja.
How to Watch Super Bowl LX
Super Bowl LX will be broadcast in February 2026. Here are options to watch it in Latin America:
- ESPN/Star+: Spanish broadcast for the entire region
- NFL Game Pass: Official NFL streaming
- Local channels: Several countries will have free-to-air television broadcasts
No matter how you watch it, what matters is being part of the historic moment. When Bad Bunny takes that stage, it won't just be him. It will be all of us who were ever judged for listening to reggaeton, all of us who defended our music when it wasn't "cool", all the Latinos who knew this day would come.
The bad bunny made it to the world's biggest stage. And he did it being 100% himself.
