I watched the halftime performance with curiosity as I have never listened to any of Bad Bunny's music before and I think I get why he's become so popular. Bad Bunny’s popularity comes from a perfect overlap of timing and audience. Latin music already has a massive, dedicated Spanish-speaking base, and crossover stars have existed for decades. What’s different now is that mainstream American audiences are already used to listening to hip-hop that’s more about vibe than lyrical clarity, so language isn’t a real barrier anymore (see: mumble rap). Bad Bunny adds a familiar, non-threatening hip-hop sound with a Latin twist, which makes it easy for non-Spanish speakers to enjoy, while still being genuinely authentic and meaningful for Puerto Rican and broader Latin audiences. So "everyone" can like him for different reasons. Not for me though, thanks.