Puerto Rican artist Bad Bunny has become a financial powerhouse, earning over $30 million from his 2025 concerts during his successful residency in Puerto Rico, which served as a prelude to his world tour. His decision to exclude the United States from his tour itinerary, in protest of immigration policies and fears of ICE raids, makes his appearance at Levi's Stadium in Santa Clara, California, next Sunday his only U.S. show in 2026, elevating the event to a historic level. The choice of Bad Bunny as the Super Bowl halftime headliner has not been without criticism from Republican and conservative circles, who take issue with his Spanish-language music. For tech giants like Apple Music, he is not just an artist but a 'Trojan horse' to lure subscribers from competitors across the American continent. While other Latino artists like Shakira, Enrique Iglesias, and Jennifer Lopez have previously headlined, Bad Bunny will be the first to headline with a catalog entirely in Spanish, defending it before the Anglo market. He has also voiced his disagreement with the situation in the U.S. in a powerful speech at the Grammys: 'We are not savages, we are not animals, we are humans and we are Americans,' he said upon accepting his award for Best Urban Album. U.S. President Donald Trump confirmed he will not attend the Super Bowl this year, citing his opposition to the artist. Despite earning zero dollars for the halftime show, Bad Bunny's catalog could see a post-show surge, potentially reaching $1.7 million per week in revenue, surpassing the records of Rihanna and Kendrick Lamar with a projected audience of over 130 million. Apple Music's $50 million sponsorship deal further elevates the artist's brand, targeting the fast-growing Latino consumer market. Bad Bunny has been Spotify's most-streamed artist for a fourth consecutive year, with 19.8 billion streams in 2025. His album 'DeBÍ TiRAR MáS FOToS' was named Spotify's Album of the Year. Forbes also ranked him among the world's top 10 highest-paid artists with a net worth of $66 million in 2025.
