There isn’t much work in the world that makes me feel jealous I didn’t get to help create it. The new Apple Music work promoting Bad Bunny’s Super Bowl performance does. I admire it deeply for its craft, and even more for its message. At a moment when the state of our country feels unbelievable and often heartbreaking, this spot offers something rare: unity. It elevates Bad Bunny’s music beyond promotion and into purpose.

I’ve long respected Bad Bunny for staying true to his roots, never trading authenticity for profit or convenience. That commitment is why his success still feels earned and meaningful. You can feel the effort, the intention, and the soul he pours into his work, something made unmistakably clear in his reaction to winning the 2026 Album of the Year Grammy.

Bad Bunny is living proof of what happens when artists stay true to themselves and create with real purpose. Even in the face of hate and obstacles, purpose endures. Impact lasts. I was already excited for his Super Bowl performance, but now it feels like something bigger, a cultural, transcendent moment in the making. One that brings people together and reminds us what the heart and soul of this country should truly represent: unity.