“There was a particular audience consuming this and it was divided along generational lines,” said Jorell Meléndez-Badillo, a Caribbean historian at the University of Wisconsin-Madison, who is penning an article for the Bad Bunny Enigma, an academic journal analyzing the star. “It’s really interesting how Bad Bunny became this global superstar while in conversation with things that were happening in the archipelago. He was basically making music for people in the archipelago, referencing things that only Puerto Ricans would understand.”
Office of Strategic Communication