The Bad Bunny Effect Is Bigger Than Music
Bad Bunny as the headliner of the Super Bowl LX halftime show wasn’t a “political statement.” It wasn’t a diversity play. It wasn’t a niche booking.
It was a business decision rooted in reality.
The NFL inked the deal because they knew that they would get a return on their investment. An investment in the one and only – Benito Antonio Martínez Ocasio.
Because the reality is this:
There are more than 65 million Latinos in the United States today — nearly 1 in 5 Americans. If the U.S. Latino cohort was its own economy, it would rank as the 5th-largest economy in the world. Larger than France and the UK, and growing on par with India, just behind China.
What’s more, is that it’s the youngest and fastest growing cohort in the United States, creating generations of (loyal) consumers and decision makers to come.
And yet, too many brands and societal “norms” still treat Latino consumers as a “niche” market. But, there’s nothing niche about this — this is The New Mainstream Economy.
Bad Bunny becoming the first Latin artist to win a Grammy for Album of the Year for a fully Spanish-language album wasn’t just a music milestone. It was proof that Spanish-language content isn’t a side category. And, it illustrates the growing and global cultural and economic prowess of the U.S. Latino Cohort.
It’s mainstream. It drives global charts. It fills stadiums. And it headlines the biggest televised event in America, with the largest viewership of Super Bowl Half Time show, ever (at an approximated 135.4M viewers).
According to Apple Music Reports: Bad Bunny Streams Spiked 7x post halftime, with three of his songs topping the charts. Spotify is reporting that it’s top 6 streamed songs are all by Bad Bunny. And, within 48 hours of The Apple Music Official Interview became the most watched press conference in Super Bowl history (approx 68M).
And, it doesn’t stop there.
The Bad Bunny Effect not only crosses cultures; but it crosses markets: fashion, food, travel, beauty, advertising, entertainment and more. And, that is what we call opportunity.
According to StubHub, Bad Bunny ticket demand for his world tour surged 83% after the half time show.
Adidas grew in popularity by 20% in just one day after Bad Bunny’s Half Time performance. Zara is currently trending, as a result of Benito wearing a custom and intentional outfit, complete with personalized jersey (…more on that later).
Luar (i.e. Raul Lopez), who is already a fashion phenom, was further catapulted into the spotlight by dressing Lady Gaga in that stunning blue gown adorned with an embellished Flor de Maga (the national flower of Puerto Rico).
Consumers are feverishly searching where they can get their hands on a taco from “the taquero that took the Super Bowl Stage.” *Hot Tip: it’s Villas Tacos in Los Angeles
Bad Bunny also highlighted the Latina imprint on the beauty industry, pausing for a moment to put his ear to some chisme (translation: gossip), while admiring the stunning women setting today’s standards of beauty… and who are over indexing and driving the beauty industry.
This is what Bad Bunny does. He celebrates the hustle of hard working entrepreneurs. He elevates the small businesses that embody the diaspora of latino culture and commerce. For, it’s these very Latino entrepreneurs that account for 80% of all net new businesses in the United States.
This is why we saw the agua fresca stand, this why we popped into a beauty salon, this is why the first ever taquero took the stage at the Super Bowl. And, it’s exactly why Bad Bunny chose to recreate a mini version of the Puerto Rican landmark and Caribbean Social Club (located in New York), Toñita’s (link to site); featuring the legendary owner, Toñita, herself.
Brilliant and beautiful statements through symbolism were made throughout many points of the show. But, Benito Antonio Martínez Ocasio also folded us into his world. And, he did it humbly but without apology.
He has created a world that everyone wants to live in.
If Lady Gaga transforming herself into “Doña Gaga” and if adapting her song, Die With A Smile, into a Salsa style ballad doesn’t convince you; may I also remind you of the diverse roster of stars who vied for a spot at the casita during Bad Bunny’s Puerto Rican residency… and on the Super Bowl Stage. Plus, Juan Jamón (Jon Hamm) cheering from the sidelines speaks volumes.
The Bad Bunny Effect was on full display, in live action; but it also came to life through our TV screens and through corporate advertising. While most major brands missed the opportunity to score an easy ROI, a few understood how to win: Elf Cosmetics and Telemundo. Following Bad Bunny’s example on staying true to himself and his native tongue; these brands took note, creating campaigns that flipped the script. Some of the most recognizable stars (ie. Melissa McCarthy and Owen Wilson) needed to learn Spanish; and they understood that they needed learn it fast to stay relevant.
This, is what it means to be part of The New Mainstream. You embrace, you adapt, you invest in opportunity that benefits the United Sates and The Global Economy.
Like Bad Bunny, these brands acknowledged something that has historically been ignored:
– The future American sports fan and the American consumer is multicultural … in more ways than one.
– The American growth story runs straight through Latino consumers. And, it will for decades to come.
The businesses that win over the next decade won’t be the ones that only post for Hispanic Heritage Month or simply to check a box. They’ll be the ones whose C-suite is a true reflection of The United States of America, and who build Latino insight into product design, marketing strategy, partnerships, hiring, and investment decisions.
Because the ‘Bad Bunny Effect’ is bigger than just music. And, Latinos aren’t a niche market or a box to check.
This is The New Mainstream Economy in motion. It’s proof that when you authentically invest in Latinos, they don’t just show up — they amplify, influence, and move markets.
Super Bowl LX and Bad Bunny made one thing clear: the brands that empower and who understand Latino consumers will shape the next era of American growth. The rest will be playing catch-up.
Move with Velocity and you won’t be left behind.
From,
The Desk of Dre
Andrea Trujillo, CMO & Co-Founder, Velocity