When Grammy-winning Puerto Rican musician Benito Antonio Martínez Ocasio took the stage at the Super Bowl halftime show this September, he did more than perform – he made a statement.
Refusing to translate his global hits into English, the artist known worldwide as Bad Bunny placed Spanish and Latin culture at the centre of one of the world's most visible stages, amid ongoing debates about identity, immigration, and belonging in the United States.
From the opening declaration, "Qué rico es ser latino. Hoy se bebe" ("How sweet it is to be Latino. Today we drink"), to spirited lyrics like "Las mujeres en el mundo entero, perreando sin miedo" ("To all the women around the world, twerk without fear"), every moment was an unapologetic invitation to embrace diverse cultures and identities.
Dr Consuelo Martinez Reyes, Senior Lecturer in Spanish and Latin American Studies at Macquarie University, highlights the significance of Bad Bunny's music on both personal and cultural levels, pointing to music as a key way Latin Americans express emotions and build connections with global audiences.
"Music is really important for our culture," Martinez explains.
"We can have a very sad story and sing it in an upbeat, danceable genre. Our emotions are tangled up with the music. Transmitting such emotions makes us feel understood."
Bad Bunny invites us to embrace diverse cultures and identities unapologetically. Photo: Gladys Vega / Stringer/ Getty
Bad Bunny isn't the first Latin American musician to have global success while representing non-English-speaking cultures. Shakira and Ricky Martin, for example, have both served as cultural gatekeepers and access points for international audiences.
"There has been a presence before," Martinez acknowledges.
Where Bad Bunny sets himself apart, however, is in his refusal to "water down his culture," Martinez says. Unlike many artists trying to break into English-speaking markets, he lets his music speak for itself, demanding listeners connect and interpret his words on their own terms.
"Bad Bunny is an unapologetically Spanish speaker, and that's really important," Martinez says. "He isn't opting to sing in English or follow the traditional crossover rules. In fact, he's not crossing over. He is culturally proud and refuses to change. The fact that he sells millions of records is validation that we don't have to change either."
Martinez relates personally to the idea of connection through non-English music, even for those who don't speak the language. She shares encountering Irish band Kneecap, which sings in Gaelic, and how their poignant music resonated deeply despite the language barrier.
"When I first heard their music, I just focused on the feelings like anger, rage, protest, all communicated through their tone. After learning the lyrics, I understood their political and social issues and connected even more. But the feeling was there from the beginning," Reyes recalls.
Similarly, Bad Bunny invites listeners to explore what lies beneath his music. Known for his mastery of duality and storytelling, he mixes seemingly upbeat rhythms with darker, emotional themes. His song Tití Me Preguntó is one example of a celebratory tune with deeper, more sombre messages hidden in its lyrics.
Performing at the Super Bowl Halftime show, Bad Bunny refused to water down his culture. Photo: Ishika Samant / Staff/ Getty
While listeners might not always grasp the full meaning behind Bad Bunny's music, his songs invite emotional connections that transcend language. As Martinez explains, "Bad Bunny doesn't feel the need to provide an explanation, and that's validating. His songs are upbeat and yet, some address heartbreak, societal issues like domestic violence, harassment, and politics. I'm sure when people listen, they feel his tone and rhythm before they fully understand the words."
As non-English music increasingly dominates global streaming platforms like Spotify, Martinez is excited about dancing and connecting with diverse cultures. She sees artists like Bad Bunny blazing a trail that creates space for the next generation of Latin American musicians, and she views his success as part of a wider shift in mainstream music.
"We will keep having experiences where we connect with something that feels more instinctual and human," Martinez observes.
"Looking beyond the lyrics to feel the rhythm and its emotional impact is such a powerful way to learn about and appreciate other cultures. That is incredible."
