Inside Apple Music's playbook for Bad Bunny's Super Bowl halftime show [USA TODAY]
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Source: USA TODAY
That sentence, delivered by Bad Bunny in his first creative meeting with Apple, became the show's through line and stood in contrast to the noise online. When Bad Bunny was announced, pundits and commentators were quick to criticize . Some questioned the choice; others dismissed the idea of a Spanish-language artist commanding the biggest stage in American sports and entertainment. But for Apple Music , the global influence of Bad Bunny made sense for the halftime show. The company had watched his rise and understood how deeply his reach extended across borders and audiences. A decade-long connection Born Benito Antonio Martínez Ocasio in Puerto Rico, the American singer-songwriter had only begun to break through when Apple Music first placed him on a playlist in 2016. Three years later, host Zane Lowe flew to San Juan to interview the rising artist, whose early SoundCloud uploads and genre-blurring reggaeton tracks were turning heads. The conversation took place on a boat in t
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