The NFL knows exactly what it's doing with Bad Bunny

"It might seem surprising, then, that one of the most mainstream businesses in existence-the National Football League-chose as the star of its Super Bowl LX halftime show Puerto Rican artist Bad Bunny, who performs mostly in Spanish and has been openly critical of President Trump. Notably, he recently declined to tour the continental U.S. out of concern over ICE deportation efforts, instead performing a 31-night residency in San Juan, Puerto Rico, that was a massive commercial success."

""This isn't about music, it's about putting a guy on stage who hates Trump and MAGA," conservative filmmaker Robby Starbuck declared on social media. "He's just a terrible person," said a Newsmax host, calling for a boycott. One administration official suggested Bad Bunny is divisive and pledged "ICE will have enforcement" at the big game. "Massive Trump hater; Anti-ICE activist; No songs in English," Benny Johnson, a right-wing podcaster, chimed in, adding: "The NFL is self-destructing.""

"In reality, it's hard to argue with Bad Bunny's popularity, and his decidedly mainstream status. He is among the most-streamed artists of all time. The final show in his San Juan residency was livestreamed on Prime Video and Twitch, setting an Amazon Music viewership record. This weekend the Grammy winner will be host Saturday Night Live for the second time. His wide appeal-particularly among younger fans-is proven."

Mainstream businesses have largely avoided opposing the socio-cultural agenda of the second Trump administration, withdrawing from diversity and climate initiatives, settling score-settling lawsuits, and muting objections to tariffs and immigration policies. The National Football League selected Puerto Rican artist Bad Bunny, who performs mostly in Spanish and has criticized President Trump, as the Super Bowl LX halftime headliner. Bad Bunny declined a continental U.S. tour over ICE deportation concerns and instead staged a commercially successful 31-night residency in San Juan that set livestream viewership records. Conservative commentators and some officials responded with immediate backlash and calls for boycotts. Bad Bunny remains one of the most-streamed artists and continues to resonate strongly with younger audiences.

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