The NFL, Apple Music, and Roc Nation are curating halftime shows that speak to culture, identity, and influence. Earlier this year Kendrick Lamar’s performance drew a record breaking 133.5 million viewers, more than the game itself, and delivered a performance packed with symbolism. It proved the Super Bowl stage could carry real cultural weight, secure mass viewership and spark global conversation.
Bad Bunny’s announcement as the 2026 headliner feels like a continuation of that shift. He’s not just Spotify’s most-streamed artist in the world three years running – he’s a cultural force, known for advocating for social equity and representation across underrepresented communities. His selection signals a broader ambition moving forward to ensure the halftime show is more than a music performance, but a global cultural movement.
