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As anticipation builds for the 2026 Super Bowl, Puerto Rican superstar Bad Bunny is gearing up for a monumental performance on February 8. While fans are eager to see him take the stage, the rapper, whose real name is Benito Antonio Martínez Ocasio, will not receive any monetary compensation for the spectacle. His participation in the prestigious halftime show has ignited a wave of backlash from certain political circles, particularly among supporters of former President Donald Trump, who have targeted him with accusations of being anti-American due to his political stance and language choices.
A Tradition of Exposure Over Earnings
In a surprising twist for many observers, it turns out that Super Bowl halftime performers do not receive a traditional paycheck. Aside from a nominal union-mandated fee that gets absorbed into the overall production budget, the NFL does not compensate artists for their performances. Instead, they rely on the heightened visibility and streaming boost that comes with the exposure of performing on one of the world’s biggest stages.
This practice has proven advantageous for artists in the past. For instance, Kendrick Lamar experienced a staggering 430 per cent surge in streams of his song “Not Like Us” following his Super Bowl 2025 performance, which captivated an average of 133.5 million viewers. Similarly, Rihanna saw her Spotify streams soar by 640 per cent and garnered an estimated $88.3 million in media impact value after her 2023 halftime show.
The Economics Behind the Show
The costs associated with staging a Super Bowl halftime show can be astronomical. The NFL often collaborates with sponsors like Apple Music, investing around $10 million to cover production staff, elaborate set designs, and state-of-the-art audio equipment. Renowned artists like The Weeknd and Dr. Dre have even opted to invest their own funds—$7 million each—to ensure their performances meet the highest standards.
With Bad Bunny stepping into the spotlight, he joins a lineage of artists whose careers have been elevated by the exposure provided by the Super Bowl. The rapper’s musical journey has already broken barriers, and this performance will undoubtedly enhance his global profile even further.
The Matchup and the Stakes
This year’s Super Bowl LX, hosted in Santa Clara, California, will feature a thrilling clash between the New England Patriots and the Seattle Seahawks. This matchup brings back memories of their previous encounter in 2015, where the Patriots triumphed 28-24. As the game approaches, the stakes are high, not just for the teams but for the artists as well.
Why it Matters
Bad Bunny’s upcoming performance at the Super Bowl is about more than just entertainment; it represents a cultural moment where Latin music continues to break into mainstream consciousness. Despite the challenges posed by political backlash and the lack of financial remuneration, his presence on such a prestigious stage signifies a shift in the music industry landscape, underscoring the importance of representation and the power of exposure in today’s digital age. As he prepares to captivate millions, Bad Bunny is not just performing; he’s making a statement that resonates far beyond the football field.
