SANTA CLARA, CA — The countdown clocks are officially ticking down in California. This Sunday evening over 115 million people will tune in for the big game but a massive chunk of that audience is not just there for the football. They are waiting for the roughly 13 minutes between the second and third quarters when the stadium lights go down and the real show begins.
“For the highly anticipated Bad Bunny Super Bowl halftime show, the NFL and sponsor Apple Music have made a choice that is both inevitable and historic. They handed the keys to the world’s biggest stage to Benito Antonio Martínez Ocasio.”
The Puerto Rican superstar is no stranger to massive crowds but this Sunday is different. He is set to become the first ever Latin artist to headline the Halftime Show solo. While legends like Gloria Estefan paved the way in the 1990s and Jennifer Lopez and Shakira shattered ceilings with their joint performance in 2020 Bad Bunny is carrying the weight of this moment entirely on his own shoulders.
And according to sources close to the production he is planning to meet that moment with unparalleled spectacle.
The Cost of the Bad Bunny Super Bowl Spectacle
The rumor mill around Levi’s Stadium suggests that the production budget for this year’s show has swelled to a record breaking $15 million. This figure is staggering especially considering the widely known fact that the NFL does not pay the halftime performers a traditional appearance fee.
Instead the league covers travel and expenses while sponsors like Apple Music foot the bill for the actual production. But when an artist wants to go above and beyond or build a stage that floats or hire 400 dancers or use cutting edge drone technology the extra cost often comes out of their own pocket or their label’s budget.
For Bad Bunny the investment appears to be worth it. The exposure is unlike anything else in media. A successful halftime show leads to explosive streaming numbers and immediate tour sellouts and a permanent place in pop culture history. He is not just putting on a concert he is filming a 13 minute commercial for his brand that will air globally for decades.
This business model has worked for stars like The Weeknd and Dr. Dre in recent years who both poured millions of their own money into their sets. Bad Bunny seems poised to follow in those footsteps ensuring that the visual quality of the show matches his status as a global icon.
Riding the Momentum of Grammy History
The timing could not be more perfect. The artist is coming off a white hot week having just dominated the conversation at the Grammy Awards on Sunday night. He not only took home hardware but made headlines with a powerful acceptance speech that is still trending on social media.
Standing on the Grammy stage he delivered an emotional message about humanity and identity famously stating “We are humans and we are Americans” in a moment that resonated far beyond the music industry. That momentum has now carried directly into Super Bowl week turning his upcoming performance into a cultural event that feels larger than just entertainment.
He also turned heads on the red carpet wearing a custom Schiaparelli look marking the first time the historic fashion house has designed a menswear look for such a major event. This focus on high fashion suggests that his Super Bowl costumes will likely be just as provocative and carefully curated as his setlist.
A Tech Heavy Show for a Tech Heavy Venue
The location of the game plays a major role in the show’s design. Levi’s Stadium in Santa Clara is located in the heart of Silicon Valley and is known as one of the most high tech venues in the world.
According to a recent report from People Magazine regarding the confirmed lineup the production is expected to lean heavily into visual effects that translate well on television screens rather than just relying on massive stadium props. This suggests a high tech approach possibly utilizing augmented reality for home viewers.
The NFL has been experimenting with AR technology in recent years allowing graphics to “float” over the field for viewers watching at home. Insiders speculate that Bad Bunny’s creative team will use this to transform the field into a digital beach or a vibrant Puerto Rican street scene pushing the boundaries of what is physically possible in a live stadium setting.
The Setlist Dilemma
Insiders say the show will be a high energy journey through his massive catalogue of hits. The challenge for any halftime performer is condensing a two hour touring show into a tight medley that satisfies hardcore fans while keeping the casual viewer entertained.
Fans are already speculating wildly on the setlist. Global smash hits like “Tití Me Preguntó” and “Moscow Mule” are almost guaranteed to make the cut. These songs have billions of streams and are recognizable even to people who do not speak Spanish.
However the deeper cuts are where the surprises lie. Will he perform the more aggressive trap anthems that made him famous in the Latin trap scene or stick to the polished pop reggaeton of his later albums? The pacing of the show will be critical. Halftime shows famously have zero dead air so the transitions between songs must be seamless.
The Question of Special Guests
The halftime show tradition almost always involves surprise cameos. Given Bad Bunny’s extensive list of high profile collaborations the possibilities are endless.
The names being whispered most loudly include Rosalía for their hit “La Noche de Anoche” which would bring a softer romantic energy to the high octane set. Others are hoping for a reunion with J Balvin to perform “La Canción” which would be a nod to their joint album history.
Some wilder rumors have even suggested a potential appearance by Drake to recreate their chart topping collaboration “MIA.” Keeping these guests secret in the age of social media is a massive logistical operation. Rehearsals have been taking place at off site locations under tight security to prevent drone footage or leaks from crew members.
The Patriots vs Seahawks Rematch Context
The energy in the stadium will already be electric before Bad Bunny takes the stage. Super Bowl LX features a dramatic rematch between the New England Patriots and the Seattle Seahawks echoing their legendary clash in Super Bowl XLIX over a decade ago.
That history adds a layer of intensity to the crowd. Fans of both teams are passionate and loud. Bad Bunny’s job is to take that competitive energy and channel it into a celebration that unites the entire building. It is a difficult task but one he has proven capable of handling in stadiums across North and South America.
A Cultural Turning Point
The stakes could not be higher for the NFL either. After several years of safe choices the league made a deliberate pivot to more diverse and globally recognized contemporary artists.
Bad Bunny represents the apex of that strategy. He is arguably the biggest pop star on the planet right now regardless of language. His music is the soundtrack of a generation and his streaming numbers routinely dwarf those of his English speaking counterparts. By giving him the solo spotlight for Super Bowl 60 the NFL is acknowledging that Latin music is not a niche genre it is mainstream global pop.
As noted by AP News in their coverage of halftime show history the choice reflects a broader push to engage younger and more diverse demographics that might not be traditional hardcore football fans. The halftime show is the bridge to that audience.
Latin music revenues in the US have soared hitting nearly $500 million in recent reports and growing faster than the overall market. The NFL is a business and they follow the numbers. Bad Bunny brings a youthful digital first audience that advertisers are desperate to reach.
By Sunday night we will know if the $15 million gamble paid off. If history is any indication Bad Bunny does not do anything halfway. When he takes the field in Santa Clara expect a performance that is loud and colorful and unapologetically Puerto Rican and designed to leave the world talking long after the final whistle blows. The stage is set for a history making night.