Casita Unida

I still think about a song we learned in my high-school English class. None of us spoke French, but we still spent an entire period analyzing “Papaoutai.” We discussed the song’s emotion, its rhythm and its visuals, and somehow we all understood it. That experience stuck with me because it proved something simple but important: you don’t need to understand every lyric to connect with music. 

Music is a universal language that we feel before we fully understand. The Super Bowl halftime show is one of those extraordinary moments where nearly everyone in America, no matter their background, is watching the same thing at the same time. Different teams, different opinions, different lives — but for a few minutes, everyone is tuned in. The volume goes up. Conversations pause. 

All eyes turn to the featured artist, but it’s the audience who finally feels seen.

And that’s why Bad Bunny’s upcoming halftime show is so meaningful, especially for Latinos, who rarely see themselves reflected on a stage this big.

Bad Bunny has become a cultural glue for people around the world. He went from posting music on SoundCloud in Puerto Rico to becoming the most-streamed artist in the world — without changing his identity or his language. His music has broken many of the barriers that have historically kept artists from expanding beyond their niche. 

Dance is also universal, and Bad Bunny’s music will certainly get you to move.  I’ve seen every kind of person dance to his songs, and there is something so beautiful about that. The halftime show is for fun, regardless of who you’re rooting for. Even those who don’t speak Spanish, or even understand it, can feel the energy and emotion behind every song. One of his albums, DeBÍ TiRAR MáS FOToS, became the most-streamed this year across all platforms and the first-ever Spanish-language album to win Album of the Year at the Grammys. His success proves that staying true to who you are can take you much farther than a translation can.

From a marketing perspective, the NFL’s choice makes sense. They've made it clear that expanding its global reach is a priority, including hosting games in other countries and appealing to international audiences. Featuring Bad Bunny allows the league to connect with younger, more diverse and more global fans. It also aligns with current music trends and streaming culture, which boosts their total engagement across platforms.

We can’t forget that we've seen this work before. In 2020, Shakira and Jennifer Lopez turned the halftime show into a powerful celebration of Latin culture. And that night wasn’t just Shakira and J Lo; it was J Lo’s child, Emme Muñiz, J Balvin and Bad Bunny. Diverse artists have consistently fostered an open dialogue and delivered some of the most memorable halftime shows in the Super Bowl’s history. It’s worth asking why there now seems to be hesitation around what this year’s halftime show could represent for so many people.

The decision also sends a message about the brand — this halftime show has always reflected the state of pop culture. Kendrick Lamar’s recent performance revealed how powerful a stage can be as a cultural statement. Featuring Bad Bunny would signal that the NFL is evolving with its audience. It shows that representation is not a risk, but a strength.

The Bad Bunny halftime show will likely capture what the Super Bowl does best: bringing people together, even briefly, through something everyone understands. Music does not need to be translated to be understood. It just needs to be felt.