The Super Bowl Halftime Show Will Be A Cultural Watershed Moment #FeelingFriday

Bad Bunny, please bring it to us …

Source: Apple Music

We need a little joy right now, not that I need to tell any of us that. I am searching for something that can bring us some relief, and this Sunday should be it. Bad Bunny could be it.

If by some small chance you have not heard (ha!), Bad Bunny is headlining the Super Bowl Halftime Show. I believe it could be a cultural watershed moment, the likes of which we have not seen in a very long time.

Yes, shocker, he'll be singing in Spanish.

At the moment he's at an absolute peak in his career with a first-ever Grammy Award for album of the year in a Spanish-language album, highest streamed artist on Spotify ever and for the fourth time annually. His cultural resonance spans generations, languages, genders, and perspectives.

His fandom is massive and his moment is now.

For perspective, I was at the 1993 Super Bowl when Michael Jackson performed. Michael redefined what a Halftime Show could be, with a record-breaking viewing audience of 133.4million people. He set a standard that every performer since has tried to match. Many have come close with Lady Gaga, Beyoncé, and Prince delivering incredible productions. Who can forget Jennifer Lopez coming in on the Empire State Building?!? But none have felt like cultural turning points like the one from Michael.

I believe Bad Bunny is going to deliver another one.

At yesterday's press conference, when asked if people need to learn Spanish for his show as he once said, Bad Bunny this time said, "It's better if they learn to dance."

I'm in.

His Halftime Show will transcend language. It will be about joy and movement. It will be a movement where the entire country can just dance together.

Wouldn't that be nice? That's what we need. A 13-minute reminder of what brings us together. Done in a way that's totally fresh and new and unapologetic about who he is and where he comes from.

Unapologetic about who we are and where we come from.

Bad Bunny hasn't revealed what we're going to see. Smart move. Keep us wondering, wanting, watching.

I'm going to soak it all in. I'm going to dance.

Join me? That's the point.

What's your experience? JIM