The Super Bowl halftime show is more than just a musical performance; it’s a cultural snapshot reflecting who we are and what we celebrate. For millions of viewers, seeing their heritage represented on one of the world’s biggest stages is a moment of profound pride and significance.
Much is being made about Bad Bunny headlining this year’s show – good, bad and -unfortunately – ugly. Yet often overlooked, is the decades long history of Latino artists at the halftime show. From early, subtle inclusions to the explosive, headline-grabbing performances of today. Uncover the evolution of representation and the trailblazers who paved the way for Benito to do his thing this weekend.
1992 — Gloria Estefan at Super Bowl XXVI
Back in the early 1990’s Gloria Estefan was the first major Latino artist to headline the Super Bowl Halftime Show. She belted out her signature hits such as “Live for Loving You” and “Get on Your Feet” as part of an elaborate Winter Magic theme.
However, they often say hindsight is 20-20, in retrospect the show evoked more Disney than Salsa or Latin pop. Viewers and local critics at the time found the spectacle unfocused, and a competitive television special (In Living Color) drew more viewers during the break. But this prompted the NFL to up its halftime show game in later years. Estefan’s individual performance was energetic, but the overall production didn’t resonate strongly with audiences.
1995 — Miami Sound Machine & Arturo Sandoval at Super Bowl XXIX
Not headliner’s per se, but in 1995 Estefan returned as part of the group that brought her on the music scene – the Miami Sound Machine – along with iconic trumpet maestro Arturo Sandoval. They were part of an Indiana Jones-themed show, which in this case was literally produced by Disney and included the likes of Tony Bennett. Sandoval’s jazz trumpet and Miami Sound Machine added Latin flair to the show.
1999 — Gloria Estefan at Super Bowl XXXIII
Gloria Estefan returned in 1999 for the trifecta. Sharing the stage with Stevie Wonder and Big Bad Voodoo Daddy for themed show entitled A Celebration of Soul, Salsa & Swing. Estefan performed her then hits “Oye!”, “Turn the Beat Around”, “You’ll Be Mine (Party Time)”.
In this case, the performance was generally well-received for its high-energy, eclectic mix of music genres tailored to the Miami location, with Gloria Estefan’s performance of her bilingual single “Oye” being a standout moment.
2000 — Enrique Iglesias and Christina Aguilera at Super Bowl XXXIV
This was clearly the era where Latin pop became part of mainstream culture. Artists such as Ricky Martin served as the vanguard of the trend with infectious hits like La Copa De La Vida and Livin’ La Vida Loca – and had audiences clamoring for more. So, the NFL listened – in part – serving up Enrique Iglesias and Christina Aguilera to duet as part of an ensemble that included Phil Collins and Toni Braxton. The combo of artists provided some Latin representation but stayed within the “safe-family friendly” confines of the Disney brand.
2014 — Bruno Mars at Super Bowl XLVIII
Finally, a little uptown funk enters the picture in the form of Bruno Mars. In 2014 he headlined the Super Bowl halftime show that was widely praised by critics for its high energy and showmanship. Over 115 million viewers tuned in. The performance, which featured a notable collab with Red Hot Chili Peppers, was highlighted as an electrifying, “old-school” spectacle that silenced critics and has gone down as one of the best Half Time shows of all time.
2020 — Jennifer Lopez and Shakira at Super Bowl LIV
Undeniably Latino. This was a landmark year featuring multiple Latino artists in one show:
Jennifer Lopez and Shakira co-headlined and had a range of guests from J Balvin to Benito himself. A powerhouse “Latino Gang” performance blending reggaeton, pop, salsa, and cultural symbolism; iconic choreography and global reach.
As we look ahead to the next chapter of Super Bowl history, all eyes are on Bad Bunny to carry the torch. His upcoming performance has the blogosphere in a frenzy. Will he blend reggaeton anthems like “Tití Me Preguntó” with surprise guest spots from collaborators like J Balvin, Cardi B or Rosalía? Can expect a show that unapologetically embraces Spanish as a global language?
More than just a concert, Bad Bunny’s presence on this massive stage signals a powerful shift in pop culture, cementing the influence of Latin trap and urban music in the mainstream.
It’s not just a halftime show; but a new era of representation that has the potential to resonate far beyond the stadium lights.
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