Photo Credit: Apple Music
Six days ahead of Super Bowl LX, Apple Music is pulling out all the stops to market its halftime show, including with a press conference featuring Brandi Carlile, an “official Bad Bunny interview,” and more.
The Super Bowl halftime show sponsor detailed the week-of promotional push today, after blitzing a Bad Bunny-equipped trailer in mid-January. Now, this coming Thursday will kick off (at 9 AM PT) with an Apple Music Radio broadcast from the service’s namesake studios.
Streaming solely on Apple Music, that hour-long program will then make way for the aforementioned press conference. Spanning 30 minutes, the latter will air via Apple Music and several different platforms, among them YouTube, X, Instagram, and TikTok.
And as noted, the conference will feature interviews with Brandi Carlile, Charlie Puth, and Coco Jones, all three of whom are booked to perform during the pre-game ceremony.
After that, the appropriate artist will participate in the half-hour “official Bad Bunny interview” with Apple Music Radio’s Zane Lowe and Ebro Darden.
In other words, the DSP is leaving no stone unturned in its effort to get the word out about Bad Bunny’s mid-game performance. While this isn’t exactly unusual in the leadup to the Super Bowl, the 2026 initiatives are arguably Apple Music’s most aggressive since taking the halftime-show sponsorship reins.
Throw in a heavy dose of promotion during last night’s Grammys – separate from Bad Bunny’s award wins, he and host Trevor Noah weren’t shy about plugging the halftime show – and you’re left with a multifaceted attempt to draw in viewers.
Time will, of course, tell whether said attempt produces the desired result – referring both to strong ratings and a positive overall reception.
On the opposite end of the arrangement, though prior halftime show performers have capitalized on the exposure with major U.S. tours, Bad Bunny has opted to schedule a number of international concerts.
Nevertheless, he’s also positioned to move new products including the Adidas Badbo 1.0, his
“first signature sneaker.” Priced at a healthy $160 per pair and shipping solely in the U.S. as well as Puerto Rico, the Badbo 1.0 today received a surprise release – and promptly sold out.
On the availability front, Bad Bunny and Adidas rather curiously decided, ostensibly to commemorate the artist’s birthyear, to make just 1,994 pairs available (at least in brown and white). The limited inventory’s far-from-ideal effects probably won’t come as a shock: on Ebay, diehard supporters are buying the shoes at huge resale markups, sold listings show.
Separately, the NFL and Bad Bunny are accepting pre-orders for a merch collection encompassing apparel, team-specific plushies, and more.
Leave a comment