Bad Bunny’s rise shows how cultural pride, style and sound became global power, from the Grammys to fashion, identity and the Super Bowl stage
Alumna and professor Constanza Coscia examines why Bad Bunny’s rise is more than just a music phenomenon. Moving fluidly between the Grammys, fashion, language, migration and mass spectacle, she frames the artist’s career as a case study in cultural power—revealing how pride, identity, and style have come to shape global pop culture. Blending personal perspective with critical analysis, this piece explores what Bad Bunny represents for a generation, for the Latin diaspora, and for how heritage and expression travel, circulate and gain influence worldwide.
Why Bad Bunny’s Grammy Win Marked a Turning Point for Global Music
I knew something monumental had happened when, on our usual morning call—the day after the Grammys—my dad answered the phone, screaming at the top of his lungs: “BAD BUNNY, BEBÉ!”
For context, my dad is your archetypal South American man. He doesn’t listen to reggaeton. He worships ‘70s classics. He believes, wholeheartedly, that modern music is (mostly) a lost cause. Every time I go back home, he makes fun of the music I listen to. So hearing Bad Bunny’s name shouted with that kind of joy was an indication that something big was happening within the music world.
This isn’t your usual Grammy Album of the Year win—although he isn’t the first Latino to win the award, Bad Bunny is the first artist to win Record of the Year with an album sung fully in Spanish.
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Debí Tirar Más Fotos and the Power of Cultural Memory in Bad Bunny’s Music
Debí Tirar Más Fotos is an album that explores Latin musical history, blending elements of traditional Puerto Rican music such as plena, jíbaro, salsa, and bomba alongside other, more contemporary sounds. Lyrically, it’s equally rich—navigating complex issues such as Puerto Rico’s political status, gentrification, and the slow erosion of cultural identity.
When Harry Styles announced the win, Bad Bunny stayed seated for nearly a full minute, his hand covering his face as the crowd sang the song that gave the album its name. The moment was breathtaking.
What Bad Bunny’s Success Means for Identity, Migration and Belonging
And as a Latina myself, who left her home country in hopes of better things—while missing it relentlessly—it was a moment of celebration. Of recognition. Of knowing our culture, our art, was making an impact worldwide.
As he took to the stage, Benito Antonio Martínez Ocasio—Bad Bunny’s birth name—spoke almost entirely in Spanish, concluding his speech with a powerful statement: “I want to dedicate this award to all the people who had to leave their homeland, their country, to follow their dreams.”
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How Bad Bunny Uses Fashion to Turn Identity Into Global Power
Bad Bunny’s cultural impact extends far beyond music. He channels his influence into acting, politics, and even fashion. In 2024, he topped a tailored brown Prada suit with a Pava-inspired hat—a traditional Puerto Rican accessory. Wearing it to an event as important as the Met Gala is a statement in itself.
Not only does el conejo malo put Latino heritage on the front page of fashion, but he also challenges gender norms, bending the rules of what is and isn’t expected to be worn. And it doesn’t seem like he does this for shock value, but as a genuine form of self-expression.
Bad Bunny’s Style as a Living Archive of Puerto Rican Heritage
Over the years, his style has evolved alongside his artistry, as seen in promotional appearances for Debí Tirar Más Fotos.
As Vogue noted, Bad Bunny’s wardrobe drew from Puerto Rican history and everyday life: classic white tees paired with wide-leg stonewashed jeans tied at the waist like 19th-century jíbaros; leather chancletas metedeo; ‘70s-inspired double-breasted suits reminiscent of salseros; and the effortless sportswear that defines how young Puerto Ricans dress today. Together, these looks form a living archive—past, present, and future stitched into one.
That same spirit continued during his 31-show residency at San Juan’s Choliseo. Night after night, Bad Bunny’s personal style shone—vintage shirts mixed with random silk ties, denim overalls, and satin shorts. Benito was not afraid to explore his personal style and play around with it—a radical act in a culture where Latino masculinity is often policed.
And that’s what makes the artist so remarkable—Bad Bunny is a role model empowering even the most traditional macho man to feel less afraid of playing around with gender norms.
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Why Bad Bunny’s Super Bowl Performance Became a Moment of Validation
All of this—his style evolution, his puertorriqueñoness, his political activism—culminated last Sunday at the Super Bowl, where Bad Bunny performed at halftime. Once again, he made history as the first Latino artist to deliver a performance almost entirely in Spanish.
Benito Antonio Martínez Ocasio did not disappoint, putting on a show complete with dancers, a lot of Puerto Rican pride, and guest appearances by Lady Gaga, Pedro Pascal, Karol G, Ricky Martin, and more.
The Super Bowl LX halftime show was packed with references only Latinos could recognise—a personal favourite of mine being the little kid asleep on the chairs during the wedding section (a staple of my childhood—parents taking me to parties where I would fall asleep, only to be woken up to say goodbye to 20+ tíos).
Of course, the show ended with a rendition of DtMF, as he listed every country in the Americas. My family lost their minds in our group chat when they saw the Paraguayan flag—a moment of pride and recognition.
Through sound, style, and visual language, Bad Bunny continues to prove that cultural specificity is a strength, not a limitation. Above all, he uses his platform to advocate for something greater than recognition or success, echoing his words at the Grammys—later heard again during the Super Bowl: “The only thing more powerful than hate is love. So please, we need to be different. If we fight, we have to do it with love.”
Constanza Coscia
Alumna, Professor and Editor, Milano