In 2023, the most-streamed artist in the world wasn’t Drake or Taylor Swift. It was a Puerto Rican rapper who sings in Spanish and doesn’t care if you understand him — because the world is finally listening. That artist is Bad Bunny and he’s not just making music. He’s creating a cultural movement built on authenticity, self-expression and being unapologetically Latin.
Born Benito Antonio Martínez Ocasio, Bad Bunny grew up in Vega Baja, a small town in Puerto Rico. His early life was humble — he worked at a grocery store as a teenager and uploaded music to SoundCloud between shifts. His songs, full of emotion and Puerto Rican slang, weren’t polished by big studios or crafted for American radio. At first, people thought he was just another reggaetonero. But when he wore a skirt on live TV, painted his nails and dropped a Spanish-language album during quarantine that hit No. 1 on the Billboard charts, the world realized he wasn’t here to follow trends. He was here to set them.
The rise of artists like Bad Bunny, Karol G, Peso Pluma and Rauw Alejandro marks a musical shift and the acceptance of being Latin. For years, Latin artists felt pressure to “cross over” into English to find success. But that era is over. Today, artists are staying true to their roots, singing in Spanish and connecting with global audiences who no longer need translation to feel the message. Bad Bunny became the most streamed artist in the world for four years in a row — 2020, 2021, 2022 and 2023 — without changing his language or compromising his identity. His 2020 album “El Último Tour del Mundo” made history as the first all-Spanish album to reach No. 1 on the Billboard 200 chart.
Beyond his image, Bad Bunny uses his platform to speak up on real issues. He’s not afraid to call out political corruption in Puerto Rico or bring attention to injustice. In 2020, he appeared on “The Tonight Show” wearing a shirt that read, “They killed Alexa, not a man in a skirt,” honoring a transgender woman who was murdered in Puerto Rico. He also protested alongside thousands demanding justice after Hurricane Maria and the government scandals that followed. Through actions like these, Bad Bunny proves that fame doesn’t have to mean silence. It can be a megaphone for change.
In just a few years, Bad Bunny has gone from a kid uploading songs online to a powerful and influential voice in global music. But what truly sets him apart isn’t just the record-breaking streams or sold-out tours — it’s his ability to remain true to himself while inspiring millions to do the same. He proves that you don’t have to switch languages or silence your truth to be heard around the world. Because when you lead with authenticity, people will listen.
