I’m not sure how you could have missed this one, but on the Sunday night NFL contest between the Cowboys and the Packers (it ended in a 40-40 tie), the league announced its halftime entertainment for Super Bowl LX in Levi Stadium in Santa Clara, CA, in February.
Bad Bunny
Did this “breaking” NFL news surprise you?
If your immediate response to this booking was something along the lines of “Who is Bad Bunny?” you are not alone. In fact, social media was up to here in incredulous responses that ran the gamut from stunned to somewhat humorous to sadly political, and dare I say, racist.
Some suggested this was this year’s version of Colin Kaepernick for the NFL. Others pointed to Bad Bunny’s support for immigrants and his disdain for ICE.
But let’s put all that aside and talk about the Super Bowl in purely cultural and marketing terms. For the NFL, it’s about mass appeal, and strategically using the most-viewed music show of the year to attract millions of new, young viewers to the game. And this is nothing new. In the past few Super Bowls, the NFL has gone down this same path with halftime guests like The Weeknd and Kendrick Lamar. It’s a smart formula—and it works.
But what about the problem of alienating core Gen X and baby boomer hard-core fans, as many mentioned in their socials?
Most of them will continue to watch the game, whining all the way. But it doesn’t matter, because they are not the target audience.
After years of classic rock halftime shows, the NFL realized that the smartest move was to market it to the base that couldn’t care less about the game, but may tune in for a fascinating music performance.
And let’s not forget, Bad Bunny, the Puerto Rican superstar is much accomplished and deserving of the honor of playing halftime at Super Bowl LX.
For the complaining class, perhaps it would be healthy for them to remember how their parents might’ve reacted the first time they laid eyes on Alice Cooper, KISS, Queen, or David Bowie.
True story: when I was in high school, a friend of mine—Stewart—bought Jimi Hendrix‘s first album. One week later, he found it broken and left on his bed, his mother’s reaction to her son’s taste in music. How’s that for an “adult reaction” to changing times?
If you don’t know who Bad Bunny is, don’t make this a referendum on youth, the NFL, or the TV networks. This is fabulous marketing, plain and simple.
And after all, would you really prefer to see The Who hobbling around on stage for 20 minutes?
When that halftime show begins next February, you have a choice. You can either watch Bad Bunny entertain on the world’s biggest stage.
Or you can always get a sandwich.
And whatever you do, don’t behave like Stewart’s mom.
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A very reasoned and thoughtful view. Thanks Fred. I haven’t heard a lot of Bad Bunny’s music, but the choice makes sense on lots of levels. I still think a country artist might work for the NFL, especially after Zach Bryan played to over 100,000 at Michigan stadium this past week.
And if you need any further indications of Bad Bunny’s popularity, tune in this week’s season opener of Saturday Night Live. Your host…Bad Bunny.
This marks at least the fourth year in a row that Bunny has appeared as either host or musical guest on the show. Yes, he’s promoting a new album, two different movies (Happy Gilmore 2 being one of them) and supposedly an upcoming tour, but Lorne Michaels know what will bring eyes to SNL.
Bad Bunny has been in some hilarious sketches when he’s appeared on the show!
By the way…this week’s musical guest is not Bunny…it’s Doja Cat!
I’m 62 and I’ll be tuned in
There was also his crossover with The Simpsons a few years ago. Even visually, the plot is pretty easy to follow.
https://en.wikipedia.org/wiki/Te_Deseo_Lo_Mejor
Thank you for highlighting the impressive reach of a fellow Puerto Rican who has done so much for the island. Selling out 31 shows in an 18,000-capacity venue is a remarkable achievement, and the resulting financial surplus of millions is truly outstanding.
I am personally very proud of this accomplishment, and as far as the Super Bowl goes, let’s just say there will be viewing parties galore, just like his Prime concert a few weekends ago. I dare bet that viewership will be record breaking.
The Super Bowl is Classic and Attractive to many 50+. Too bad when an act isn’t of the Championship or Hall of Fame level. Way to early for this one.
Speaking of clever marketing you can always watch the Puppy Bowl. Who will win the Lombark-y trophy this year?
And the halftime show is always worth a “howl!”
Woof, woof!
No shade to the Bunny but it seems there just might be some performer that would truly attract a wide cross section culturally and racially and generationally. I saw Bohemian Rhapsody hit the half-century mark this year. (My first concert. Ugh, I’m old!) Queen is just deeply embedded in culture in a way that BB might one day be — but certainly isn’t right now. You can’t get away from them whether in movies or TV or commercials or grocery store sound systems. I wonder if a half-time show featuring the music (the MUSIC — not the hobbling 80+ year-old original artists) of Queen, or Abba or Elton John or Earth, Wind and Fire — all of whom are used endlessly in Gen Z reels and videos — might not have a bigger draw not only with those outside the target audience — but maybe even within.
I don’t know if the NFL will see its biggest half-time audience ever. But I bet the Puppy Bowl will.
David, as you know, these things move in cycles. For several years, it was mostly Classic Rock performers until the NFL flipped the script to more cotemporary halftime shows. The day will come when they start looking for alternatives – something to change things up. I agree with you that “BoRhap” checks off a lot of the right boxes.
I am U.S. born, but raised in Puerto Rico, and I must say that I believe things like the Super Bowl half-time should be catered to the people that attended and view the game, for the most part, Puerto Ricans are not avid fans. BB does not sing in English and to be truthful even those of us who know Spanish don’t understand half of what he is singing. So now we know that “Half-Time” has nothing to do with entertainment and everything to do with Marketing and perhaps a dash of politics.
Your perspective is an interesting one, and I appreciate you chiming in on the Bad Bunny halftime show.