Bad Bunny to2026 Super Bowl Halftime Show Amid Debate Over Jay-Z’s Artistic Collaborations

The National Football League has announced that Puerto Rican superstar Bad Bunny willthe 2026 Super Bowl halftime show, a decision once again curated by Jay-Z’s entertainment company Roc Nation. The announcement has generated widespread excitement from fans of reggaeton and Latin music while also sparking controversy over Jay-Z’s recent public interactions with avant-garde artist Marina Abramovic, whose work has long been criticized and misunderstood in the cultural arena.

Bad Bunny’s Global Rise to Fame

Bad Bunny, born Benito Antonio Martínez Ocasio, has emerged as one of the most influential music artists of the past decade. With hits spanning Latin trap, reggaeton, and genre-blurring collaborations, he has consistently topped international charts and broken streaming records. His global tours routinely sell out stadiums, and his presence on social media continues to push Latin music into the mainstream consciousness, particularly among younger audiences.

Landing the Super Bowl halftime stage is yet another milestone in his meteoric rise. The halftime performance has long been regarded as American entertainment’s most-watched 12 minutes, with tens of millions tuning in globally. For Bad Bunny, this marks not just a career highlight but also a historic cultural achievement: he will be the first solo Puerto Rican artist tothe event.

The NFL’s decision reflects the growing importance of Latin music in the United States, where demographics show an expanding Hispanic audience. According to the U.S. Census Bureau, Latinos make up nearly 20 percent of the U.S. population, with much of that growth tied to younger generations. Music industry analysts note that the halftime show appointment underscores the NFL’s attempt to draw in diverse, multicultural audiences as the league continues to expand its global reach.

Jay-Z’s Influence Over the Halftime Show

Since partnering with the NFL in 2019, Jay-Z, through Roc Nation, has taken primary responsibility for selecting Super Bowl halftimers. This partnership was initially framed as a way to bridge music, culture, and sports while broadening the artistic range of halftime shows beyond the traditional roster of pop and rock acts.

In the past five years, the results have been both commercially successful and culturally groundbreaking. From the trailblazing 2022 Los Angeles hip-hop showcase featuring Dr. Dre, Snoop Dogg, Eminem, Kendrick Lamar, and Mary J. Blige, to Rihanna’s electrifying solo performance in 2023, Jay-Z’s strategy has shifted the halftime narrative. By aligning the event with artists who reflect contemporary music trends and cultural relevance, the NFL’s halftime show has regained prestige after years of criticism.

His latest decision to tap Bad Bunny for 2026 solidifies the artist’s role not only as a global superstar but as a representative of cross-cultural influence in modern entertainment.

The Abramovic Connection Fuels Discussion

Alongside the announcement, however, attention has turned to Jay-Z’s personal interactions with performance artist Marina Abramovic. A recently circulated video shows the rap mogul engaging closely with the Serbian-born artist, who is widely recognized for her endurance-based art installations and provocative performances. Abramovic’s work, which explores themes of ritual, endurance, and the body, has divided critics for decades.

More controversially, her involvement in a project known as "Spirit Cooking" resurfaced during the 2016 release of leaked political emails, where depictions of her private events were misconstrued as occult-like rituals. Though Abramovic has repeatedly denied any link to such interpretations, public skepticism continues to shadow her name.

For Jay-Z, association with Abramovic is not new. Their artistic collaboration dates back to 2013, when Abramovic contributed to Jay-Z’s performance piece inspired by his song “Picasso Baby” in New York City. At that time, the partnership was hailed by some as an ambitious fusion of contemporary art and hip-hop. Nevertheless, Abramovic’s notoriety has fueled speculation around the influence of avant-garde art within mainstream culture, especially when intersecting with a high-profile entertainment platform like the Super Bowl.

A Halftime Show Shifting Cultural Boundaries

The decision to place Bad Bunny in the halftime spotlight continues a broader pattern of the NFL embracing cultural currents outside the traditional pop canon. Latin music, in particular, has not only broken into U.S. top charts but has reshaped international music consumption. Streaming services routinely report Latin rhythms among their top-played genres, and Spanish-language songs have increasingly outpaced English-language hits.

Shakira and Jennifer Lopez’s co-d Super Bowl halftime show in 2020 was an earlier indicator of the NFL’s recognition of this trend. That performance drew acclaim for its vibrant mix of Latin rhythms, choreography, and cultural symbolism, becoming one of the most-watched and rewatched halves in NFL history. Analysts suggest that Bad Bunny’s upcoming show will take this movement further by centering a Latin artist as the soler, rather than pairing Latin musicians alongside mainstream English-language performers.

The Business Impact of the Halftime Show

The economic stakes behind the Super Bowl halftime show are substantial. Advertising slots during the game remain the most expensive in television, with 30-second spots costing several million dollars. The halftime act itself does not receive direct payment but benefits enormously from exposure, with past performers seeing record-breaking spikes in music sales and streaming immediately after their performances.

For the NFL, public relations and brand alignment are just as critical. In recent years, the league has faced questions about how to modernize its image, reach younger audiences, and appeal to a global market. Booking Bad Bunny aligns with these goals by bridging American sports’ biggest stage with the worldwide music phenomenon of Latin culture.

Meanwhile, the involvement of Roc Nation allows the NFL to tap into Jay-Z’s knack for curating performances that resonate across media platforms. His partnership has been praised by sponsors and advertisers alike, yielding halftime events that trend on social media and dominate cultural discussion well beyond the final whistle of the game.

Comparisons to Other Regions and Events

In comparison to other global sporting events, the Super Bowl halftime show remains unique in its scale and cultural resonance. The UEFA Champions League final, while commanding a huge global football audience, limits its pre-match entertainment to smaller musical acts and opening ceremonies. Similarly, the Olympics feature high-profile opening and closing ceremonies, but with a more traditional emphasis on cultural pageantry.

The NFL halftime show stands apart because of its merging of sports with mainstream music spectacle, effectively serving as a global pop concert bolstered by one of the world’s largest television audiences. For Jay-Z and the NFL, the decision to feature a groundbreaking Latin act like Bad Bunny underscores ambitions beyond the U.S. market, strategically placing the league in dialogue with new demographics worldwide.

Public Reaction: Excitement and Questions

Fan response to the announcement has been mixed. Supporters celebrated the decision as long overdue recognition of Latin music’s dominance in the global entertainment landscape. Social media quickly filled with predictions about which songs Bad Bunny might include in his set and which guest artists could appear on stage alongside him.

Others expressed unease over Jay-Z’s artistic associations, particularly his recent appearance with Abramovic. Critics argue that creative collaborations outside mainstream comfort zones could color public perception of the event, especially amid ongoing misinterpretations of Abramovic’s artistic legacy.

Still, the anticipation surrounding Bad Bunny’s anticipated performance remains high, with expectations that he will bring his characteristic energy and vibrant stage craft to a global broadcast.

Looking Ahead to 2026

As planning for the 2026 Super Bowl halftime show advances, all eyes will remain on how Bad Bunny and Roc Nation construct one of the year’s most-watched performances. For the NFL, the business calculus is clear: align with cultural evolution, tap into the energy of global music trends, and strengthen bonds with younger, more diverse audiences.

For Bad Bunny, the show represents a chance to solidify his place not just in Latin music history but in American pop culture at large. Whether it will go down as one of the most iconic halftime shows of all time, much like Prince’s rain-drenched performance in 2007 or Beyoncé’s power-driven set in 2013, remains to be seen.

What is certain is that the 2026 Super Bowl halftime show, powered by Bad Bunny’s star appeal and Jay-Z’s curatorial vision, will be one of the most talked-about cultural events on the global stage, blending music, art, and spectacle at the very center of American sport.