Here's your Forbes daily briefing for Monday, February 2nd.

Today on Forbes, Why Bad Bunny won't get paid for the Super Bowl halftime show.

Last September, after a sold-out summer residency of 31 concerts in his native San Juan,

Bad Bunny announced that he would not be playing any shows in the

United States during his 2026 world tour because of the looming threat of ice to his

predominantly Hispanic fan base. But two weeks later, another announcement marked a rather large

exception. The 31-year-old King of Latin Trap had been chosen to headline the halftime show

of Super Bowl 60 in San Francisco. While Bad Bunny's selection drew a predictable amount of

MAGA backlash, including from President Donald Trump, it also signals the arrival of Latin

music as a cultural force, and its importance in the NFL's increasingly

global ambitions. According to Spotify, the genre has increased in popularity by 2,500% over the

past decade, from accounting for 8% of all streams on the platform to an impressive 27% now.

Bad Bunny, who racked up 19.8 billion streams in 2025, was Spotify's

most streamed artist of the year. Jarel Melendez Badillo, a professor of Latin American

Studies at the University of Wisconsin, who was collaborated with Bad Bunny to incorporate

Puerto Rican history into his shows

and music videos, says, quote, I think that there was absolutely a market decision behind

selecting Bad Bunny. The NFL wants to expand internationally, so they are looking to target a

broader market beyond the United States. He has a huge following in the United States,

but this stage will also be amplified internationally by having someone like him. The Super Bowl halftime performance

this Sunday, February 8th, will cap a career year for the Grammy-winning superstar, born

Benito Antonio Martinez Ocasio, who, in addition to the sold-out residency in Puerto Rico,

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