Bad Bunny Didn’t Just Perform at the Super Bowl.

He Delivered a Masterclass in Modern Marketing.

I’ll admit it — like most marketing people, I don’t really watch the Super Bowl for football. I watch the ads, the positioning, the audience signals, and the big cultural swings brands take when 100+ million people are watching.

And this year, the biggest marketing case study wasn’t a $10M commercial. It was Bad Bunny.

By the time the halftime show ended, the question wasn’t just “Was that a good performance?”

It was: Did we just watch the future of global marketing play out live? Short answer: yes.

The Numbers Say This Wasn’t Luck: Before we even talk about the performance, let’s talk scale. With 27B albums sold worldwide, Bad Bunny isn’t just popular, he’s relevant and historically dominant:

• Spotify’s most-streamed artist globally multiple times

• Billions of streams worldwide

• Multiple Grammys and Latin Grammys

• Repeated Billboard honors

This isn’t niche success. This is a global audience gravity.

And when someone with that level of reach walks onto the most-watched television stage in America, marketers should pay attention.

He Didn’t Translate Himself — He Expanded the Room: Here’s the moment that mattered. Bad Bunny performed largely in Spanish. On the Super Bowl stage.

• No translation strategy.

• No cultural dilution.

• No “let’s make this safer for mass audiences.”

He didn’t adjust himself to fit the platform. The platform adjusted to fit reality.

That’s not just music. That’s market evolution. Because today’s audiences aren’t local anymore. They’re global, multilingual, digital-first, and culturally blended. The halftime shows simply caught up.

Why the Show Actually Worked (Even for Non-Spanish Speakers): Some viewers didn’t understand the lyrics. And yet millions connected. Why? Because emotions travel faster than language.

• The choreography.

• The visuals.

• The cultural storytelling.

• The community energy.

People didn’t need subtitles. They needed to feel. And when drowning in content, feeling is the real KPI.

The Audience Contrast Nobody Should Ignore: The conversation became even clearer when compared to Kid Rock’s alternative halftime event, targeting a more niche audience.

Kid Rock’s show: Bad Bunny's Show

Served a clearly defined ideological fan base Triggered global conversation

Generated conversation inside that group Delivered massive broadcast audiences

Delivered smaller streaming reach Generated engagement across demographics

That contrast matters. Because it illustrates the difference between:

Marketing to your audience vs Becoming the audience’s moment

So… Is Bad Bunny a “Good Bunny”? That depends on your definition. If “good” means: safe, predictable, and universally comfortable-- then maybe not.

But if “good” means culturally influential, globally resonant, emotionally unforgettable, and strategically authentic — then he’s not just good. He’s transformative.

From a fractional CMO perspective, the lesson couldn’t be clearer. Most companies don’t struggle because they lack marketing spend. They struggle because they sound interchangeable. They sand off their personality, over-generalize their message, and aim for “professional” instead of memorable.

Bad Bunny didn’t try to be universal. He was specific. And that’s exactly why the moment became universal.

With garnering over 4B streamed viewers in less than 24 hours—in modern marketing—that’s not just a good show. That’s the entire playbook!

Final Thought: Love music or not. Agree with the cultural messaging or not. None of that changes the business takeaway: the performance captured attention, sparked conversation, triggered emotional engagement, and reinforced a global brand identity without compromise.

Need help making your brand unmistakable instead of interchangeable? That’s what we do at Biz Made EZ. Because in today’s market, being “understood by everyone” isn’t the goal. Being remembered by the right people is. Email me at debbieg@bizmadeez.com.