Bad Bunny Making History at Super Bowl Halftime

Super Bowl halftime performer Bad Bunny at the Apple Music Halftime Show Press Conference on Feb. 5. Photo by Jaylen Rizzo '27

Bad Bunny will make history on Feb. 8 as the first solo Latino artist to headline the Super Bowl halftime show, taking the stage at Levi's Stadium in Santa Clara, California, for one of the most-watched performances in the world. 

The announcement quickly sparked debate online that extends beyond music: who the Super Bowl is for, what belongs on its stage and whether or not cultural representation can be separated from politics.

Bad Bunny, born Benito Antonio Martínez Ocasio in the United States territory of Puerto Rico, is one of the most-streamed artists in the world. His music, primarily in Spanish, has broken into mainstream American culture while staying rooted in Puerto Rican identity.

"I was excited because it felt like good representation, especially during this time. I don't watch football, but I thought the NFL made a strong choice. I would've expected them to go with someone like Morgan Wallen," said Jean Karlo ‘28.

Representation has been at the heart of the debate, especially considering the increased presence of Immigration and Customs Enforcement (ICE) in the United States right now. According to the American Immigration Council, ICE increased its use of deportation facilities by 90% through November 2025, and news coverage of the department has intensified. 

Against that backdrop, some observers framed Bad Bunny's selection as a cultural flashpoint. After he opened his Grammy Awards acceptance speech Monday by saying "ICE out," the conversation around what he might do on the Super Bowl stage grew louder.

But framing Bad Bunny as a political choice may miss what the halftime show has become: a carefully orchestrated marketing event designed to reach audiences far beyond the average NFL fan.

"The Halftime Show is the ultimate celebration of music and culture," Apple Music executive Oliver Schusser said in the official announcement. “Few artists embody that intersection more perfectly and authentically than Bad Bunny."

Since 2023, Apple Music has selected Halftime Show acts in partnership with the NFL and Roc Nation, an entertainment company founded by hip hop star Jay-Z. The league has said the halftime show is meant to attract viewership that rivals the game itself and reflect current cultural trends.

Not everyone sees the booking through the same lens. 

"I don't think it’s necessarily a political choice," said Karlo. "A lot of people know his music. I'll hear anyone listening—white people, Middle Eastern people… He's top-rated. He won the Grammys. To me, it didn't feel political."

For others, the choice carries deeper meaning. 

"I was overwhelmed with joy because I was proud to hear that he would be representing the Hispanic community during times of ICE," said a Marist student who chose to remain anonymous. "As a member of that community, it was really cool to me."

Whether the Super Bowl halftime show functions as a marketing platform, a moment of representation, or both may ultimately depend on who is watching.