While Bad Bunny has dominated global charts, the superstar has not had quite the same success in Brazil, a country notoriously hard for foreign stars to win over due to a devotion to national artists.
But a shift that began with his Grammy-winning album "Debí Tirar Más Fotos" may accelerate further after his first-ever gigs in Brazil on Friday and Saturday in Sao Paulo.
Bad Bunny has come to Brazil at the peak of his career so far, following the phenomenal hype around his performance at the Super Bowl halftime show.
"It’s the best time to try and unlock a country like Brazil, at a time when he’s managed to dominate practically the entire world," said Felipe Maia, an ethnomusicologist who is pursuing a doctoral degree on popular music and digital technologies at Paris Nanterre University.
For years, the Puerto Rican artist born Benito Antonio Martínez Ocasio has been one of the most-streamed artists on the planet.
But neither the singer, nor his album, nor his songs were among the most played last year in Brazil, according to Spotify. The most streamed artists in the country on the platform in 2025 were all Brazilian.
In the land of samba, funk, bossa nova, choro, sertanejo, forro and pagode, among other Brazilian music genres, 75% of streaming consumption in Brazil focuses on national artists, according to the 2025 midyear music report of Luminate, a company specializing in entertainment industry data. Brazil is the country that most listens to its own music, it said.
Still, particularly since "Debí Tirar Más Fotos," the fever around Bad Bunny has made headway in Brazil. Only one performance was initially scheduled at the Allianz Parque arena, but it sold out so quickly the artist added an extra date, which also sold out.
By mid-afternoon on Friday, long queues had formed. Brazilian fans mixed with people from El Salvador, Colombia and Venezuela. Many came wearing straw hats — used by Bad Bunny and traditionally worn by jíbaros, rural Puerto Rican farmers.
Tickets on Ticketmaster, the official vendor, ranged from $50 to $210, but resellers on Friday were selling tickets for that same night for more than $830 — more than 2.5 times the minimum monthly wage in Brazil.
Flávia Durante, a Sao Paulo -based DJ who specializes in Latin American music, said that some Brazilians have a tendency to see Spanish-language music as corny due to the association with Mexican telenovelas, but that Bad Bunny pierced a bubble with his latest album.
"Nowadays everyone knows all the songs, they sing along and really get into it. I normally play him at the peak of the night. People request him, even at rock or 80s pop themed parties," Durante said.
Since the half-time Super Bowl show, that popularity has grown. Bad Bunny’s average streams grew by 426% on Spotify in Brazil in the following week compared with the previous one. Many songs experienced massive streaming surges, with "Yo Perreo Sola" leading the growth with a 2,536% increase.
‘Latino resistance’
During Brazil’s Carnival celebrations, Bad Bunny themed costumes were a fixture in Rio’s raucous, dazzling street parties.
Nicole Froio, a Colombian Brazilian writer specializing in Latin American cultural issues, went kitted out in a straw hat and plastic, tropical plants that echo the background of his latest album. It was the third Carnival in which Froio — who has two Bad Bunny tattoos and a third one planned — wore attire that evoked the Puerto Rican artist.
For a long time, Froio was the sole person among her Brazilian friendship group who liked Bad Bunny. She believes that Brazilians in general have trouble identifying themselves as Latino.
"There’s a lot of prejudice around Hispanic music and there were preconceptions against him because of his Puerto Rican accent, because people don’t understand him," she said.
Brazil’s Latino identity exists but it is diffuse and difficult to seize due to the variety within the continent-sized country, said Maia. But Bad Bunny succeeds in giving it emphasis, particularly in cosmopolitan cities such as Sao Paulo and Rio de Janeiro, he said.
Brazil, like other countries in the Americas, was listed by Bad Bunny in the Super Bowl halftime show, when he reminded the world that while "America" is used as a synonym for the US in the US, it is the name used across two continents.
Bad Bunny’s global success, including in Brazil, "reinforces that we’re part of this — that we belong," said 22-year-old Diogo da Luz, a longtime fan of the Puerto Rican ahead of Friday's concert. "He reinforces that we are one people and that we’re very united."
For Froio, who has been waiting to see him live for six years and will see him on Saturday, Bad Bunny "represents a Latino resistance."
She pointed to the fact that other Latin American superstars, including Anitta, Shakira, and Ricky Martin, have recorded full songs in other languages, while Bad Bunny has kept his music almost entirely in Spanish.
"For me, there’s a great authenticity in his sound that inspires me to be who I am and let everyone else deal with it," Froio said.
