Bad Bunny Makes Historic Brazil Debut, Aiming to Win Over Resistant Market

Puerto Rican superstar Bad Bunny performed his first-ever concerts in Brazil this weekend, seeking to expand his global dominance into a country known for favoring its own artists. The São Paulo shows sold out quickly after his Super Bowl halftime performance boosted his Brazilian streaming numbers by over 400%.

SÃO PAULO (AP) — Despite Bad Bunny’s worldwide chart dominance, the reggaeton superstar has faced challenges breaking through in Brazil, where audiences traditionally show strong loyalty to homegrown musical talent over international acts.

However, momentum that started building with his Grammy-winning release “Debí Tirar Más Fotos” could gain significant traction following his historic debut concerts in São Paulo on Friday and Saturday.

The Puerto Rican artist, whose real name is Benito Antonio Martínez Ocasio, arrives in Brazil during his career’s highest point, riding the wave of massive attention from his recent Super Bowl halftime show appearance.

“This represents the optimal moment to crack a market like Brazil, coming when he’s achieved dominance across virtually every other region globally,” explained Felipe Maia, an ethnomusicologist working on his doctorate in popular music and digital technologies at Paris Nanterre University.

Despite ranking among the world’s most-streamed performers for years, the artist and his music failed to appear among Brazil’s top-played content in 2024, based on Spotify data. Brazilian artists claimed all the leading streaming positions in the country last year.

In a nation celebrated for samba, funk, bossa nova, choro, sertanejo, forró and pagode musical styles, domestic artists capture 75% of streaming activity, according to entertainment data specialist Luminate’s 2025 midyear report. Brazil leads all countries in consuming its own musical content, the study found.

Nevertheless, excitement surrounding Bad Bunny has gained momentum in Brazil, especially following “Debí Tirar Más Fotos.” Originally planning just one show at Allianz Parque arena, rapid sellout conditions forced organizers to add a second date, which also reached capacity.

By Friday afternoon, extensive lines had developed outside the venue. Brazilian supporters mingled with fans traveling from El Salvador, Colombia and Venezuela. Many attendees sported straw hats — a signature Bad Bunny accessory traditionally worn by jíbaros, Puerto Rico’s rural farming community.

Official Ticketmaster prices ranged from $50 to $210, though scalpers demanded over $830 for Friday’s performance — exceeding 2.5 times Brazil’s monthly minimum wage.

Flávia Durante, a São Paulo DJ focusing on Latin American music, noted that some Brazilians previously viewed Spanish-language music as outdated due to associations with Mexican soap operas, but Bad Bunny’s recent album changed perceptions.

“Currently everyone recognizes his entire catalog, singing along enthusiastically. I typically feature his music during peak evening hours. Audiences request his songs even at rock or 80s pop-themed events,” Durante observed.

His Super Bowl appearance accelerated this popularity surge. Bad Bunny’s Brazilian Spotify streams jumped 426% in the week following his halftime performance compared to the previous period. Individual tracks saw dramatic increases, with “Yo Perreo Sola” leading at 2,536% growth.

During Brazil’s Carnival season, Bad Bunny-inspired costumes became common sights at Rio’s vibrant street celebrations.

Nicole Froio, a Colombian Brazilian writer covering Latin American cultural topics, participated wearing a straw hat and artificial tropical plants mimicking his latest album artwork. This marked Froio’s third consecutive Carnival honoring the Puerto Rican performer — she has two Bad Bunny tattoos with plans for a third.

Previously, Froio stood alone among her Brazilian friends in appreciating Bad Bunny’s music. She attributes this to Brazilians struggling to embrace their Latino identity.

“Significant bias exists against Hispanic music, with prejudices stemming from his Puerto Rican accent and comprehension difficulties,” she explained.

While Brazil’s Latino identity exists, it remains scattered and elusive given the continent-sized nation’s diversity, Maia noted. Bad Bunny successfully highlights this connection, particularly in metropolitan areas like São Paulo and Rio de Janeiro.

During his Super Bowl performance, Bad Bunny mentioned Brazil alongside other American nations, emphasizing that “America” encompasses two continents rather than serving as a U.S. synonym.

Bad Bunny’s worldwide success, including his Brazilian breakthrough, “confirms our inclusion — that we belong,” said 22-year-old longtime fan Diogo da Luz before Friday’s concert. “He demonstrates our unity as one people.”

For Froio, who waited six years to see him perform live and attended Saturday’s show, Bad Bunny “embodies Latino resistance.”

She highlighted how other Latin American stars like Anitta, Shakira, and Ricky Martin have recorded complete songs in different languages, while Bad Bunny maintains his music almost exclusively in Spanish.

“His sound contains genuine authenticity that encourages me to remain true to myself regardless of others’ opinions,” Froio concluded.