Super Bowl 60 Prepares to Shine with Bad Bunny as Halftime Performer

When Bad Bunny takes the spotlight as the Super Bowl 60 halftime performer at Levi’s Stadium in Santa Clara, California, it marks the end of a long process of preparation and a fresh start for the countdown to Super Bowl 61.

The NFL, in collaboration with Apple and Roc Nation, revealed in September that the three-time Grammy Award-winning artist Bad Bunny would headline this year’s halftime show. Jon Barker, the NFL’s senior vice president and global head of major events, spoke with The Athletic to outline the selection process and the league’s vision for Bad Bunny’s performance.

“Our primary focus is determining the right artist for the occasion,”

Barker explained. “We are convinced that Bad Bunny is the perfect fit for this moment, and it’s already an achievement to have him involved.”

The search for the next Super Bowl headliner begins immediately after the conclusion of the previous Super Bowl, with the final decision made by late summer or early fall. Since 2020, Roc Nation, Jay-Z’s entertainment company, has partnered with the NFL to refine the process of planning and choosing performers for the Super Bowl.

“We are kept informed throughout the process regarding the artists that Roc Nation is considering,”

Barker remarked on the cooperation between the NFL and Roc Nation. When Roc Nation identifies the ideal artist, they present this choice to a small group within the NFL for final approval.

Jay-Z and Roc Nation prioritize cultural relevance and the potential resonance with the event’s host city when selecting the artist. In addition, they consider entertainment value and the artist’s global reach. Early discussions about Bad Bunny as the headliner were met with enthusiasm.

“Music, like football, is for everyone,”

Barker noted. “Our unified goal is to create an entertainment moment that captures the world’s attention and brings people together through music and sports.”

Political Reactions and the Selection of Bad Bunny

Bad Bunny’s selection has not gone unnoticed politically. Known for his criticism of the Trump administration’s immigration policies, he excluded the continental United States from his recent tour due to concerns about potential U.S. Immigration and Customs Enforcement raids at his shows. Following the announcement of Bad Bunny as the Super Bowl headliner, a Trump administration official stated that ICE agents would be present at the Super Bowl. Additionally, Turning Point USA announced alternative programming to counter the halftime show, and President Donald Trump publicly expressed his dissatisfaction.

In response to inquiries about any political implications of selecting Bad Bunny, Barker emphasized that the primary goal is to unite fans through music:

“Our role is to unite and connect fans, and we believe that Bad Bunny is the right artist to accomplish that,”

he said, adding “He’s one of the world’s most beloved artists, which underscores our dedication to building cross-generational and cross-cultural connections.”

Understanding Roc Nation’s Role

Roc Nation, an entertainment company established by Jay-Z (Shawn Carter) in 2008, provides comprehensive management, publishing, and distribution services to talent in music and sports. In 2019, the NFL partnered with Roc Nation, naming it the league’s live music entertainment strategist, with a focus on social justice initiatives spurred by Colin Kaepernick and others kneeling during the national anthem. Roc Nation’s responsibilities also include selecting and producing the Super Bowl halftime show.

At the announcement of this partnership, Jay-Z highlighted the importance of a structured selection process, noting past experiences of disagreements among artists selected for the halftime show. He emphasized the need for transparency and clarity in the selection, allowing artists to engage positively with the opportunity without discontent.

Introducing Bad Bunny: The Artist Making Waves

Bad Bunny, born Benito Antonio Martínez Ocasio, is a 31-year-old Puerto Rican rapper and singer who sings mainly in Spanish. He has played a significant role in popularizing Spanish-language rap globally. Recently, he released his sixth album “DeBÍ TiRAR MáS FOtoS” and has appeared in productions like “Happy Gilmore 2.”

Leading Spotify as the most-streamed artist globally at the end of 2025, Bad Bunny has earned the nickname “Benito Bowl” for his upcoming halftime performance. To build anticipation, he released a teaser video of his performance and launched NFL-themed merchandise.

The Role of Apple Music

Apple Music took over as the official sponsor of the Super Bowl halftime show in 2023, succeeding Pepsi. Apple Music first sponsored the halftime show featuring Rihanna at Super Bowl 57. This sponsorship marks a new chapter for the event’s promotion and engagement strategy.

Payment for Artists

Contrary to popular belief, Super Bowl halftime performers do not receive a standard paycheck but make union scale. The halftime show provides artists with unparalleled exposure, reaching an audience of an estimated 250 million globally, further enhanced by streaming and social media platforms.

The Evolution of the Super Bowl Halftime Show

Since its modest beginnings with marching bands, the Super Bowl halftime show has become one of the most anticipated entertainment events. Michael Jackson’s 1993 performance was a turning point, gaining more viewers than the game itself. In recent years, the halftime show has continued to break viewership records, including Kendrick Lamar’s record-setting performance at Super Bowl 59.

Barker noted the show’s intention to appeal to a wide audience, encompassing long-time NFL fans and newer audiences who may tune in primarily for the musical spectacle.

Since Roc Nation’s involvement, Super Bowl halftime shows have seen substantial recognition:

• 2020, Hard Rock Stadium (Miami Gardens, Fla.): Shakira and Jennifer Lopez featuring Bad Bunny, J Balvin, and Emme Muniz
• 2021, Raymond James Stadium (Tampa, Fla.): The Weeknd
• 2022, SoFi Stadium (Inglewood, Calif.): Eminem, Dr. Dre, Snoop Dogg, Kendrick Lamar, and Mary J. Blige featuring 50 Cent and Anderson .Paak
• 2023, State Farm Stadium (Glendale, Ariz.): Rihanna
• 2024, Allegiant Stadium (Las Vegas): Usher featuring Alicia Keys, Ludacris, Lil Jon, H.E.R., will.i.am, Jermaine Dupri, and Sonic Boom of the South
• 2025, Caesars Superdome (New Orleans): Kendrick Lamar featuring SZA

The Super Bowl 60 halftime show is set to uphold the tradition of delivering a spectacular musical experience that unites and excites audiences worldwide.