Bad Bunny will bring his Latin trap and reggaeton swagger to the NFL’s biggest stage next year: headlining the Apple Music Super Bowl halftime show.
The NFL made the announcement during halftime of the Sunday Night Football game between the Green Bay Packers and host Dallas Cowboys, along with Apple Music and Roc Nation.
“What I’m feeling goes beyond myself,” Bad Bunny said in a statement. “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. Ve y dile a tu abuela, que seremos el HALFTIME SHOW DEL SUPER BOWL,” he said in Spanish, which translates to “Go and tell your grandmother that we will be the Super Bowl halftime show.”
The Puerto Rican superstar’s selection comes amid another career-defining run: He’s fresh off a historic Puerto Rico residency this month that drew more than half a million fans and is leading all nominees at the Latin Grammys in November.
He has become one of the world’s most-streamed artists with albums such as Un Verano Sin Ti, an all-Spanish-language LP. And Bad Bunny is also set to host Saturday Night Live on Oct. 4.
Front Burner28:51Can the Bad Bunny effect save Puerto Rico?
Roc Nation founder Jay-Z said in a statement that what Bad Bunny has “done and continues to do for Puerto Rico is truly inspiring. We are honoured to have him on the world’s biggest stage.”
The 31-year-old artist — born Benito Antonio Martinez Ocasio — has won three Grammys and 12 Latin Grammys. He has become a global ambassador for Latin music, starred in films such as Bullet Train, Caught Stealing and Happy Gilmore 2, and collaborated with top fashion houses. He’ll enter the Latin Grammys as the leading nominee with 12, dethroning producer and songwriter Edgar Barrera.
Roc Nation and Emmy-winning producer Jesse Collins will serve as co-executive producers of the halftime show, which will take place at Levi’s Stadium on Feb. 8 in Santa Clara, Calif., the home venue for the San Francisco 49ers. Hamish Hamilton will serve as director.
“Bad Bunny represents the global energy and cultural vibrancy that define today’s music scene,” said Jon Barker, senior vice-president of global event production for the NFL.
“As one of the most influential and streamed artists in the world, his unique ability to bridge genres, languages and audiences makes him an exciting and natural choice to take the Super Bowl halftime stage.
“His music has not only broken records but has elevated Latin music to the centre of pop-culture,” said Oliver Schusser, the vice-president of Apple Music and Beats. “We know this show will be unforgettable.”
Last year, Kendrick Lamar shined, with guest SZA, in New Orleans, setting the record for the most-watched Super Bowl halftime show with 133.5 million viewers. His performance surpassed the audience for Michael Jackson’s 1993 show.
The announcement of Bad Bunny for Super Bowl LX came after growing speculation that Taylor Swift may be open to being the halftime performer next year. Recently engaged to Kansas City tight end Travis Kelce, Swift is regularly seen at Chiefs games.
NFL commissioner Roger Goodell said on NBC’s Today show earlier this month when asked if a Swift halftime show was in the works: “I can’t tell you anything about that … it’s a maybe.”
