Tonight, as the New England Patriots and Seattle Seahawks face off in Super Bowl LX at Levi’s Stadium in Santa Clara, California, millions of viewers across the globe are tuning in not just for the game, but for a halftime show that’s already making history. Bad Bunny, the Puerto Rican superstar and six-time Grammy winner, is set to headline the Apple Music Super Bowl halftime show, bringing Latin trap and reggaeton to the NFL’s grandest stage in a performance that marks a seismic shift for Spanish-language music and representation in American pop culture.
The anticipation is palpable. As the clock ticks closer to the much-awaited halftime slot—expected between 8 and 8:30 p.m. ET—fans and critics alike are eager to see how Bad Bunny, born Benito Antonio Martínez Ocasio, will channel his Puerto Rican heritage and global stardom into a show that’s already been described as a “turning point for the Spanish-language genre.” According to ABC News, the artist will perform songs from his critically acclaimed and record-breaking album, DeBÍ TiRAR MáS FOToS, which just last week became the first fully Spanish-language project to win Album of the Year at the Grammys.
In the lead-up to the event, Bad Bunny has remained characteristically reserved about the specifics of his set. “I’m just trying to enjoy it,” he told reporters at a Thursday press conference. “I know I’m gonna have fun. All the crew, all the people, they’re going to have fun that day.” But even as he keeps the details under wraps, the significance of the moment isn’t lost on him—or on the millions who see themselves reflected in his meteoric rise. “What I’m feeling goes beyond myself,” he said in a previous statement reported by FOX News. “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.”
Tonight’s spectacle isn’t just about Bad Bunny. The NFL has stacked the evening with star-studded performances: Green Day will open the night with a ceremony celebrating six decades of Super Bowl history, ushering generations of MVPs onto the field. Charlie Puth, four-time Grammy nominee, will perform the National Anthem, while Brandi Carlile, fresh off her own Grammy wins, will sing “America the Beautiful.” Rounding out the lineup, Grammy winner Coco Jones will deliver “Lift Every Voice and Sing.” As FOX News notes, these performances will set the stage for what promises to be a truly unforgettable halftime show.
For Bad Bunny, this moment is the culmination of a journey that began in Vega Baja, Puerto Rico, where he was raised by his parents, Tito Martínez and Lysaurie Ocasio. “I was never looking for this,” he said, reflecting on his rise to global fame. “My biggest pleasure is to create, have fun doing it and connect with the people.” The artist’s recent residency in Puerto Rico drew more than half a million fans, underscoring his deep connection to the island and its culture.
Yet, the decision to place Bad Bunny center stage at the Super Bowl has not been without controversy. While his supporters have celebrated the move as a long-overdue recognition of Latin music’s influence, some conservative groups have voiced opposition, citing his outspoken support for immigrants and his embrace of Puerto Rican identity. Turning Point USA, a conservative advocacy group, has organized a counterprogrammed “All-American Halftime Show” featuring Kid Rock, Brantley Gilbert, Lee Brice, and Gabby Barrett. Their event will stream on YouTube, X, Rumble, and other outlets, aiming to offer an alternative to what they see as a politically charged selection.
The NFL, however, has stood firmly behind its choice. Commissioner Roger Goodell called Bad Bunny “one of the great artists in the world,” and Jon Barker, the league’s senior vice president and global head of major events, explained to The New York Times why artists still flock to the halftime gig despite its modest paycheck. “When you have an opportunity as an artist to stand on a stage and reach 250 million people at one time… I think that it is one of the most important stages in live entertainment,” Barker said. The exposure is unrivaled, with last year’s halftime show by Kendrick Lamar and SZA drawing a record 133.5 million viewers and sparking a 175 percent jump in Lamar’s Spotify streams.
Indeed, the economics of the halftime show are unique. Performers receive only a small union-mandated rate—Usher, for example, earned $671 for his 2024 performance—while the NFL and Apple Music foot the bill for production costs, which can run into the millions. For artists, the real payoff is the global spotlight and the subsequent surge in album sales, streaming numbers, and social media followers. After Rihanna’s 2023 set, her music sales jumped by 640 percent, illustrating the immense marketing power of the event.
Bad Bunny himself has been candid about his motivations. “It’s the most special project that I’ve ever done, because it brought me to here,” he said of DeBÍ TiRAR MáS FOToS at a pregame press conference. “I wasn’t looking for anything; I wasn’t looking for Album of the Year at the Grammys and the Latin Grammys. I wasn’t looking to perform at the Super Bowl Halftime Show. I just was looking to connect with my roots, with my people more than ever, connect with myself, with my history, with my culture. And I did it in a very honest way.”
He continued, “Definitely, this album is the most special, because as I said, I was trying to connect with myself and my roots, and that tells you something, that I already knew before, but now it’s like confirmed. You always have to be proud about who you are, and feel comfortable being yourself. Feel proud about your history and where you’re from, but don’t let that limit yourself. I know where I come from, but I also know where I can go. This is an album that’s gonna be in my heart for my whole life.”
For millions of fans—whether they’re tuning in for the football, the music, or both—tonight’s halftime show is more than entertainment. It’s a celebration of culture, identity, and the power of music to bridge divides. As Bad Bunny takes the stage, he carries not just his own story, but the hopes and pride of a community that has waited a long time for this moment in the spotlight.
With the world watching and history in the making, the 2026 Super Bowl halftime show stands as a testament to the enduring influence of Latin music and the universal language of performance. The echoes from Levi’s Stadium tonight will surely be felt far beyond the field.