Unbelievable, But Believe It!

I read this over breakfast, and by 10 AM workout time, had seen it broadcast on 3 different shows.

America Brought to You by Bad Bunny by Charlotte Clymer

Hell of a choice. Read on Substack

(image credit: Apple Music)

What is the biggest American cultural event?

There’s only one rational answer to this question. It’s the Super Bowl. Nothing else comes close. Not in size or grandeur or symbolism or global resonance.

This past February, for the first time, as many Americans watched Super Bowl LIX as those who watched the Apollo moon landing in 1969, long considered the biggest live audience draw in U.S. broadcast television history.

Neil Armstrong walking on the lunar surface was once indisputably the most-watched live event by Americans. This year, it officially had competition for that title. By 2030, it may not even crack the top five.

What will the top five otherwise be by then? All Super Bowl broadcasts. Right now, if you exclude the moon landing, the top ten live American television broadcasts are all Super Bowls, and the top three are all from the past three years.

Maybe you’re not into sportsball. Maybe you can’t stand the NFL. Maybe you have fond memories of watching the live series finales of M*A*S*H or Cheers or Seinfeld or Johnny Carson’s final Tonight Show appearance, and you’ll recall that it felt as though the entire country were watching those, too, at the same time you and your family were glued to the tube.

But those days are long gone. Network television has been cannibalized by satellite and streaming over the years. If a scripted network series draws ten million viewers for any given episode, it’s more than enough to take the crown over its competitors.

The Oscars draws 20 million. The Macy’s Thanksgiving Day Parade does better at 30 million. Trump’s inauguration in January had 25 million viewers, nearly ten million fewer than Pres. Biden’s in 2021.

There is no American cultural event that comes within shouting distance—much less spitting distance—of the Super Bowl. When you walk around today, wherever you are—at work or a café or a park or your kid’s school—keep in mind that, on average, at least a third of the adults around you were all watching the Super Bowl at the same time this year.

Consider the global audience: the Super Bowl is the most-watched live annual television event around the world. The Men’s World Cup Final draws as many as 1.5 billion live viewers, but that’s every four years. The Summer Olympics Opening Ceremony is capable of drawing half that, but it’s also every four years. The Super Bowl draws 200M live viewers globally every year.

No annual live television event in the world is bigger than the Super Bowl, and no other country can lay claim to having a live broadcast of this size that is so inextricably bound with a celebration of its culture.

The Super Bowl is a distillation of all things America: sports and celebrity and military pageantry and unabashed patriotism and unapologetic commercialism all being slammed together, and in terms of annual events, more human beings on this planet watch it live, together, than anything else.

And it’s because of all those elements that most American conservatives perceive it as a showcase of American exceptionalism. It’s not that it’s inherently conservative or that non-conservatives don’t watch it; it’s that the sheer scope of the Super Bowl combined with all the patriotic bits make it a crown jewel in their argument for American cultural hegemony.

That’s why when Apple Music and the NFL announced last night that Puerto Rican rapper Bad Bunny—Benito Antonio Martínez Ocasio—is headlining Super Bowl LX this upcoming February, my jaw dropped.

For those unfamiliar, Bad Bunny is one of the biggest entertainers in the world. Were you to remove Taylor Swift and Beyoncé from the metrics conversation, he’s easily the biggest. He led global streaming charts from 2020-2022, and he’s still among the top three even now. His Un Verano Sin Ti world tour in 2022 dominated that year, and only Taylor Swift has surpassed his touring numbers since.

Based on both merit and marketing, Bad Bunny is an obvious choice to headline the Super Bowl.

But he’s also an outspoken LGBTQ ally, particularly on trans rights. He has been consistently critical of Trump, especially in regards to immigration. Earlier this month, he announced he would not include any U.S. dates for his 2025-2026 Debí Tirar Más Fotos world tour out of fear for his fans given the fascistic crackdown by ICE. He notably endorsed Vice President Harris last year after Puerto Rico was mocked at Trump’s infamous Madison Square Garden campaign rally.

Oh, and he performs solely in Spanish. That’s right: he does not rap or sing in any language other than Spanish. He does speak English, but he’s not a “crossover” Latin artist as an intentional choice. He has made it clear that he wants Spanish-language music to be normalized in the global marketplace, and so, he only produces work in Spanish.

He is an avatar of Latin excellence in a moment when the U.S. government is violently hostile toward Latin people.

The biggest American cultural event—with massive global influence—is about to be headlined by an unapologetically proud Latin trans ally who can’t stand Trump and performs solely in Spanish.

Based on all this, the NFL selecting him to headline the Super Bowl is pretty damn surprising and may indicate no small measure of intended protest by those involved in the process.

What I wouldn’t give to have been a fly on the wall during the discussions that took place between the NFL and Apple and Jay-Z’s company Roc Nation—which advises the league on entertainment—in choosing Bad Bunny for the greatest entertainment gig in the world.

I suppose I’ll have to settle for Bad Bunny’s instantly iconic hint posted on social media just prior to the announcement last night:

“I’ve been thinking about it these days, and after discussing it with my team, I think I’ll do just one date in the United States.”

Goddamn. I love this guy.

Now the questions become: what does Trump do? Is there an online meltdown incoming? Will he attempt to pressure the NFL to cancel Bad Bunny? If he does, how will the NFL respond?

Trump may not want this fight. This may be one of those rare moments he wisely chooses to avoid controversy. His poll numbers are terrible, the Midterms are next year, and his party will need every vote they can get. Alienating young and Latin voters would be a massive, unforced error.

I guess we’ll see. In the meantime, we’re about to be treated to a hell of a show. (snip)