Home / Arts and Entertainment / NFL Bets on Bad Bunny for Global Moment
NFL Bets on Bad Bunny for Global Moment
1 Feb
Summary
- Bad Bunny chosen for his global reach and cultural relevance.
- NFL partners with Roc Nation for halftime show selection.
- Performers do not receive payment, only union scale.
The NFL anticipates Bad Bunny's Super Bowl 60 halftime performance will create a "global entertainment moment." The selection process, which begins right after the preceding Super Bowl and concludes by early fall, is managed by Roc Nation, Jay-Z's entertainment company, in partnership with the NFL since 2020.
NFL senior vice president Jon Barker highlighted that the league and Roc Nation prioritize artists who are culturally relevant and possess global reach, like Bad Bunny. This approach aims to unify diverse audiences around the sport and the performance, reflecting the mission that "football is for everybody, and so is music."
While Bad Bunny's selection has sparked some political discourse, the NFL maintains its focus on uniting fans. The halftime show, now sponsored by Apple Music after Pepsi's decade-long tenure, is considered an extraordinarily desirable platform, with artists performing essentially for exposure rather than direct payment.
Historically, Michael Jackson's 1993 performance marked a turning point, making the halftime show a major entertainment spectacle. Recent shows, including Kendrick Lamar's record-breaking 133.5 million viewers in the last Super Bowl, underscore its immense popularity and reach.
