As football season kicks into high gear, many fans look forward to the Super Bowl for reasons beyond the sport. Between anticipated advertisements and a high-energy halftime show, fans of football and entertainment alike have something to look forward to. This season’s halftime headliner announcement, Bad Bunny, has sparked controversy among fans of the NFL regarding the performer’s bilingual lyrics, audience and political messaging. However, we believe Bad Bunny, also known as Benito Antonio Martínez Ocasio, is not only a reasonable pick but the right choice for this year’s halftime performance. In light of the current political climate of intolerance and anti-immigration ideology, Bad Bunny has the potential to make a real political and cultural impact, using performance elements to stretch the meaning of his songs far beyond their musical content.
Bad Bunny, a Puerto Rican artist, has made immense waves in the reggaeton industry. He was named Spotify’s top artist three years in a row, a feat unachieved by any other artist. This acclaim has brought reggaeton to the mainstream, diversifying the popular music scene. With more than 100 billion streams globally, his musical and cultural impact is undeniable. The reasoning for choosing a Spanish-speaking performer also has local impacts, as California — the location of the 2026 Super Bowl — has the highest population of Spanish speakers in the country. If the NFL’s goal is to reach the widest range of worldwide viewers possible, Bad Bunny is an obvious choice.
The most prevalent concern following the announcement is that Bad Bunny’s performance will not be understandable to audiences who do not speak Spanish. This is culturally ignorant of all the Americans who do speak Spanish and have, until now, been largely underrepresented on the halftime stage, despite Latinx people making up nearly one-fifth of the U.S. population. Bad Bunny himself has recognized the importance of visibility on such a massive stage, reiterating our point that he is a great choice because of this representation on the national scale.
“What I’m feeling goes beyond myself,” Bad Bunny said in a statement to the NFL. “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.”
A similar sentiment was echoed by Bad Bunny on “Saturday Night Live” this past weekend. First acknowledging his community, he emphasized how big a step this is for the Latinx community in the United States. He said the following in Spanish on the broadcast.
“It’s more than a win for myself, it’s a win for all of us, especially all of the Latinos and Latinas in the world here in the United States who have worked to open doors,” Bad Bunny said. “Our footprints and our contribution in this country, no one will ever be able to take that away or erase it.”
Then, in English, he jokingly addressed critics by saying, “If you didn’t understand what I just said, you have four months to learn.”
When considered in light of his refusal to tour the U.S. due to concerns about Immigration and Customs Enforcement potentially raiding his shows, Bad Bunny’s upcoming Super Bowl performance carries additional weight for his audience. Members of his largely international and Spanish-speaking fanbase have likely been impacted or targeted by racial profiling and anti-immigrant rhetoric by the Trump administration, making the performance especially meaningful. Bad Bunny’s performance also serves as an opportunity for advocacy and awareness regarding the dehumanization of immigrants and Latinx people in the United States.
Bad Bunny’s concerns over ICE cause us to wonder if this season’s halftime show will carry any political themes. Homeland Security Secretary Kristi Noem has already warned ICE will be present at the event to ensure “everybody who goes to the Super Bowl has the opportunity to enjoy it and to leave,” which is ironic considering they are not offering the same grace to those facing persecution from ICE. The tactic by Noem to spread fear among marginalized attendees is an extremely low blow, and is rooted in racial profiling.
Kendrick Lamar’s performance last year proved to be a great example of how to integrate political topics into a halftime show. We believe that although it is ultimately the artist’s decision to infuse politics into their performance, the immense platform offered by the Super Bowl is an excellent opportunity to draw otherwise unaware eyes to political problems affecting marginalized communities. With this in mind, the outrage directed at Bad Bunny is ignorant of the current political climate surrounding immigration issues and the struggles of Spanish-speaking Americans.
While there is always anticipation for the Super Bowl halftime show, as it’s a huge moment in pop culture, we look forward to the opportunity it brings for artists to combine their art with visual, political critiques. While many in the NFL’s fanbase may be upset about the performance choice, this makes it all the more important for Bad Bunny to be performing on such a platform. We hope Super Bowl viewers will look past the language barrier, and instead appreciate the cultural and musical artistry present in Bad Bunny’s lyricism — regardless of whether or not they understand the words.
