Ann Arbor Times

Much discussion has arisen following the announcement that Puerto Rican artist Bad Bunny will headline the 2026 Super Bowl halftime show, with criticism focusing on his choice to perform mainly in Spanish. The debate has highlighted broader questions about language, identity, and what is considered American culture.

Gustavo Souza Marques, assistant professor of music at the University of Michigan, offered his perspective on these issues. He noted that "the very idea of 'American' is normative and tends to position white Americans as the default or dominant ethnic group in the country. This becomes evident in everyday language, where people of color are often referred to as Black American, Asian American, Native American or Latino/Latina/Latinx American—creating an implicit distinction from white Americans, who are rarely labeled by race."

Marques pointed out how this distinction is reflected in cultural references. "For instance, Boston rapper Akrobatik has a powerful line that challenges this norm: 'If I’m African American, tell me which country?' This line is clever not only because it questions the racial categories used in the U.S., but also because it draws attention to the vastness and diversity of the African continent—which is often overlooked," he said.

He added that race in the United States tends to be more rigidly defined than elsewhere and that integration remains a challenge. The success of Bad Bunny represents both Puerto Rican resilience and growing influence from artists outside traditional U.S. mainstream culture.

Marques observed demographic changes underway: "Studies suggest that in the coming decades, the U.S. will become a significantly more diverse country, with Latino/a/xs playing increasingly prominent roles in many areas. Los Angeles, for instance, already reflects this demographic and cultural shift." He sees Bad Bunny's prominence as evidence of larger shifts in global society.

On whether the NFL’s decision was purely commercial or signals deeper change, Marques commented: "Any artist who has a critical outlook on society and wants to make money with their music will always have to negotiate resistance and co-optation." He referenced other artists like Jay-Z and Beyoncé whose careers have navigated similar dynamics between social commentary and mainstream appeal.

"There are many nuances to consider before hastily labeling participation in the halftime show as simply 'resistance' or 'co-optation.' I believe there are bits of both in settings like this," Marques said. While profit motivates organizations like the NFL, he believes increased attention toward Latino audiences marks significant cultural movement.

Regarding symbolism on such a large stage, Marques stated: "I feel excited to see a Latino artist like Bad Bunny reaching such heights. Especially because he is much more than just a reggaeton, hip hop or pop artist... He is involved with many social causes in Puerto Rico and has spoken out on issues affecting Latino communities in the U.S." Marques cited Bad Bunny’s exclusion of U.S. tour dates over concerns about ICE raids as one example of his activism.

He also noted Bad Bunny’s engagement with complex topics such as Puerto Rico’s political status: "He has also publicly opposed the idea of Puerto Rico becoming the 51st state...a topic he’s been able to articulate thoughtfully over time."

Marques expects Bad Bunny's performance to be impactful: "I’m certainly expecting a thought-provoking presentation...Latino/a/xs have been part of American culture and history for centuries—or even millennia...So I’m confident Bad Bunny will present something meaningful during his show." He mentioned Bad Bunny's past work challenging gender norms as further evidence of boundary-pushing artistry.

Asked about future implications for Latin music representation globally, Marques concluded: "It represents a shift in mentality...who may be more interested in discussing intersectional issues such as race, class, gender, sexuality..." He acknowledged some fans may focus only on entertainment value but emphasized that Bad Bunny’s success points toward lasting cultural changes.

"Hopefully," Marques said, "this will contribute to building a better society—one that is less limiting, punitive, aggressive and oppressive."