Bad Bunny Is Redefining Pop Culture and Taking Over the Super Bowl — Will the Grammys Keep Up?

Following his 2023 Album of the Year Grammy loss to Harry Styles, Bad Bunny’s initial reaction was not one of bitterness. His record, "Un Verano Sin Ti," had already made history as the first Spanish-language nominee in the category. According to the IFPI—the International Federation of the Phonographic Industry, which tracks global music sales—it was 2022's best-selling album worldwide, earning him the organization's first-ever Global Chart Award for a Latino artist. In a later Vanity Fair interview, the Puerto Rican superstar reflected, "Perhaps the industry wasn't prepared for a Spanish-language album to claim the top prize." He conceded that the narrative of a snub was largely shaped by media discourse, stating, "I didn't feel it was a robbery until the press began insisting it was... That's when they convinced me, and I thought, 'Well, yes, it was a robbery then.'"

His newest 17-track project, "Debí Tirar Más Fotos," has proven another commercial triumph while also marking his most ambitious artistic and political statement. The album offers a profound exploration of Puerto Rico, weaving his signature reggaeton sound with rich visual and lyrical references to the island’s layered history. Each song is accompanied by a music video that functions as a historical capsule, addressing subjects from the enduring effects of U.S. colonialism to the territory’s economic struggles. As music historian Dr. Elena Marquez observes, "This project transcends entertainment; it's an audio-visual archive that educates a global audience on Puerto Rican identity and resilience."

Bad Bunny’s cultural impact was further amplified by the announcement that he will headline the 2026 Super Bowl Halftime Show—a decision that has ignited both celebration and controversy. While many view it as a historic milestone, some critics question the choice of a primarily Spanish-language artist for an event often framed as a pinnacle of American culture. This debate occurs amid escalating political and social friction affecting Latino and other marginalized communities in the U.S., rendering his selection a deeply symbolic gesture. It also raises a critical question for the upcoming Grammys: will voters honor this politically charged, Spanish-language work with its highest award, or shy away from the cultural evolution it represents?

Despite his deep integration into American pop culture—through multiple hosting gigs on Saturday Night Live, including the upcoming season premiere on October 4th, roles in major Hollywood films, and his high-profile partnership with Adidas—a Grammy win for Album of the Year remains uncertain. An anonymous Grammy voter told Variety in 2022 that many voters were unfamiliar with the reggaeton star, underscoring persistent linguistic and cultural divides. His prospects are considerably stronger at the Latin Grammys, where he leads nominations for the November ceremony. However, that institution has often honored established Latin icons; in 2022, Rosalía’s experimental "Motomami" won the Latin Grammy for Best Album, leaving "Un Verano Sin Ti" without that honor as well.

This leaves a lingering ambiguity about Bad Bunny’s place within these elite institutions. Confining him solely to the Latin Grammy sphere seems increasingly disconnected from reality, especially as his tours consistently sell out U.S. stadiums and his music commands global charts. His influence is particularly resonant among the over 63 million Latinos in the U.S., who now constitute the nation’s largest racial or ethnic minority. Notably, he deliberately excluded the U.S. from his "Debí Tirar Más Fotos" tour in response to ongoing ICE raids—a decision that highlights the fraught political terrain he must navigate, a situation further complicated by the Trump Administration’s stated plan to deploy immigration agents at the Super Bowl. Between his undeniable mainstream presence and the pursuit of institutional recognition, an implicit expectation persists that he must validate his artistry within a framework familiar to a predominantly English-speaking voting body. If the Album of the Year Grammy is still regarded as the ultimate seal of mainstream approval, one must ask: should Bad Bunny still aspire to win it? And if the Recording Academy does nominate him, voters bear a responsibility to engage deeply with the substance and context of his work—far beyond a casual listen.