Who gets to brand Puerto Rico: Its tourism agency or its biggest star?
Who gets to brand Puerto Rico: Its tourism agency or its biggest star?
Blog Article
Bad Bunny’s Record-Breaking Success in Music and Touring
Bad Bunny whose real name is Benito Antonio Martínez Ocasio .Bad Bunny Merch is a multi-platinum artist and three-time GRAMMY winner. He has become a global icon by breaking international barriers and redefining music and culture.He was Spotify’s most-streamed artist worldwide for three years in a row. In 2022 he set a record for the highest-grossing tour, earning $435 million and selling over 2.4 million tickets across 81 shows.His Most Wanted Tour in early 2024 was one of the most innovative concerts in recent years breaking the Barclays Center revenue record, previously held by Jay-Z.
Bad Bunny’s Historic Achievements and Global Impact
Bad Bunny’s album Un Verano Sin Ti made history as the first Spanish-language album nominated for a GRAMMY’s Album of the Year and became Spotify’s most-streamed album worldwide with over 18 billion plays.In 2025DTMFMerch album DeBÍ TiRAR MáS FOToS spent three weeks at No. 1 on the Billboard 200 becoming his seventh Top 10 album and his ninth consecutive No. 1 on the Top Latin Albums chart. He also became the first Latin artist to have 100 entries on the Billboard Hot 100.Following his success, he announced the NO ME QUIERO IR DE AQUÍ residency at the Coliseo de Puerto Rico. Originally planned for 21 shows it expanded to 30 due to high demand selling all 400,000 tickets in under four hours.
Bad Bunny’s Unmatched Success and Influence
Puerto Rican rapper Bad Bunny is one of the biggest stars in the music industry. He made history by becoming Spotify’s most-streamed artist for three years in a row the first and only artist to achieve this.In 2024, he sold out all 49 dates of his U.S. tour, earning $211 million. Earlier this year, after co-hosting The Tonight Show with Jimmy Fallon and announcing a 21-show residency in Puerto Rico San Juan’s mayor, Miguel Romero joked that Bad Bunny had done a better job promoting Puerto Rico than the island’s official tourism agency.
Who Promotes Puerto Rico’s Image?
Discover Puerto Rico was created in 2017 to promote the island to tourists and investors. It was established under Governor Ricardo Rosselló’s administration to strengthen Puerto Rico’s image and boost tourism.As a Puerto Rican politics expert, I find this case interesting for public policy. Who should represent Puerto Rico? Why is having a strong image important? And if leaders are unhappy with the agency responsible for marketing the island what happens next?
Puerto Rico’s Changing Image
Governments have long used branding to attract tourists and investors. A famous example is the I Love New York Campaign from 1977. Puerto Rico has also tried different branding efforts, starting in the early 20th century.In 1970 the Puerto Rico Tourism Company was created to promote the island. By the 1990s, cities in Puerto Rico began using their own branding strategies. Even during Puerto Rico’s financial crisis in the 2010s, branding remained important. However, each new government changed the island’s image leading to inconsistency. The last major campaign before Discover Puerto Rico was “Isla Estrella which included a partnership with Spain’s Sevilla FC soccer team.
The Controversy Around Discover Puerto Rico
In 2017, Discover Puerto Rico took charge of the island’s branding, but its performance has been debated. Critics pointed out mistakes, like an ad in the "Live Boricua" campaign that didn't reflect the local population.Beyond marketing missteps, the agency has faced political challenges. Since its creation it has been controversial, and newly elected Governor Jennifer González is now reviewing its future. It is unclear whether its success will be judged by economic impact or political influence.
The Global Impact of Puerto Rican Pop Culture
While Discover Puerto Rico’s future is uncertain the island has gained worldwide recognition through its music. Reggaetón, which originated in Puerto Rico in the 1990s has become a global phenomenon.In 2017, Daddy Yankee and Luis Fonsi’s hit Despacito made La Perla a popular tourist spot. More recently in January 2025 Bad Bunny’s album Debí Tirar Más Fotos” reached No. 1 by incorporating traditional Puerto Rican music styles. He also announced a special concert series in Puerto Rico with some dates exclusive to locals and others open to fans worldwide.
Authenticity in Branding Puerto Rico
The success of Puerto Rican reggaetón artistsMarchandies highlights why organic cultural movements have been more effective than official marketing efforts in promoting Puerto Rico. Unlike government campaigns, reggaetón connects with global audiences through its cultural authenticity and emotional impact. Given this, Discover Puerto Rico could consider rebranding itself as “Discover the Birthplace of Reggaetón” to better align with the island’s true cultural influence. Report this page