Inside the Creation of Bad Bunny’s Super Bowl Halftime Show | All Access

Bad Bunny’s Super Bowl halftime show was one of the most watched shows of all time. We’re taking you inside the big day, and the days leading up to it, with an exclusive interview from the NFL’s Global Head of Live Event Production sharing what it was like to work with Bad Bunny on his iconic show, talking with the hottest stars including J Balvin, Spike Lee and more about his performance, and more.

J Balvin:

It’s really special, because this is not just about Bad Bunny. It’s about us as a culture, you know? 

Jon Barker:

It is beautiful. It is cinematic. It is storytelling. It is all the things that you want in those 13 minutes.

Spike Lee:

The people will be watching Bad Bunny. 

Bad Bunny:

The biggest feeling is being grateful.

Diplo:

There’ll be a lot of dancing, a lot of good dancing. And I think just you know, the moment that he has right now is so important, to win the first Spanish-language [album of the year] Grammy and then headline the biggest sports event in the world is so amazing. So viva Puerto Rico! Bye.

Tetris Kelly:

We went to Benito Bowl in Santa Clara, California, and we talked to the celebs in town about Bad Bunny’s halftime set, and got to speak with the NFL themselves. We take you there in Billboard All Access, presented by Lexus.

Jon Barker:

Bad Bunny has been in the process with us from from the jump. It’s his team really leading that creative process with our production partners at Roc Nation. That’s where it comes from. We help facilitate it, but he has been a fantastic partner ever since we announced it. When you think about the production of a halftime show, it is a massive amount to do in 13 minutes. You have a time window. You have a moment you have to start, and you have a moment you have to stop. And when you take all the moving pieces of something this big with a global superstar like Benito and do that in the right way that’s authentic to him, authentic to his fans, authentic to our fans, authentic to everybody, you’ve got to be precise, and that’s what it takes. There’s thousands of people that work on this show to get it right. And in six minutes, a stage will be built. In 13 minutes, a show will be done. And in six minutes, a stage will be taken off the field, and that’s how it goes.

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