--- title: Bad Bunny's Next Move | TIME description: Bad Bunny wants to be the biggest artist in the world—and he is. Last year, his fifth solo studio album, Un Verano Sin Ti, was Billboard’s top-­performing album of the year, beating out Taylor Swift and Harry Styles. He broke the all-time record for tour revenue in a calendar year—with $435 million earned—and was Spotify’s most streamed artist for the third year in a row. But Bad Bunny also wants to just be Benito; to do whatever he wants, or hace lo que le da la gana, as he named his sophomore album. And until this point, it is exactly this mentality that has brought him unprecedented success. Where other musicians reaching for his level of stardom have hidden certain parts of themselves, Benito has refused to compromise: on the language he sings in; the political stances he assumes; the dresses and nail polish he wears. Bad Bunny is perhaps the world’s first reverse crossover artist, whose success comes from a refusal to cater to the mainstream. His stubborn originality, independence, and fiercely local lens have made him a radically new kind of global pop star, etching pathways to success that completely bypass New York or Hollywood industry gatekeepers. canonical: https://time.com/video/nG0HmsuO/ og:title: Bad Bunny's Next Move og:description: Bad Bunny wants to be the biggest artist in the world—and he is. Last year, his fifth solo studio album, Un Verano Sin Ti, was Billboard’s top-­performing album of the year, beating out Taylor Swift and Harry Styles. He broke the all-time record for tour revenue in a calendar year—with $435 million earned—and was Spotify’s most streamed artist for the third year in a row. But Bad Bunny also wants to just be Benito; to do whatever he wants, or hace lo que le da la gana, as he named his sophomore album. And until this point, it is exactly this mentality that has brought him unprecedented success. Where other musicians reaching for his level of stardom have hidden certain parts of themselves, Benito has refused to compromise: on the language he sings in; the political stances he assumes; the dresses and nail polish he wears. Bad Bunny is perhaps the world’s first reverse crossover artist, whose success comes from a refusal to cater to the mainstream. His stubborn originality, independence, and fiercely local lens have made him a radically new kind of global pop star, etching pathways to success that completely bypass New York or Hollywood industry gatekeepers. og:url: https://time.com/video/nG0HmsuO/ og:image: https://cdn.jwplayer.com/v2/media/nG0HmsuO/poster.jpg?width=720 og:type: video.other twitter:card: summary_large_image twitter:title: Bad Bunny's Next Move twitter:description: Bad Bunny wants to be the biggest artist in the world—and he is. Last year, his fifth solo studio album, Un Verano Sin Ti, was Billboard’s top-­performing album of the year, beating out Taylor Swift and Harry Styles. He broke the all-time record for tour revenue in a calendar year—with $435 million earned—and was Spotify’s most streamed artist for the third year in a row. But Bad Bunny also wants to just be Benito; to do whatever he wants, or hace lo que le da la gana, as he named his sophomore album. And until this point, it is exactly this mentality that has brought him unprecedented success. Where other musicians reaching for his level of stardom have hidden certain parts of themselves, Benito has refused to compromise: on the language he sings in; the political stances he assumes; the dresses and nail polish he wears. Bad Bunny is perhaps the world’s first reverse crossover artist, whose success comes from a refusal to cater to the mainstream. His stubborn originality, independence, and fiercely local lens have made him a radically new kind of global pop star, etching pathways to success that completely bypass New York or Hollywood industry gatekeepers. twitter:image: https://cdn.jwplayer.com/v2/media/nG0HmsuO/poster.jpg?width=720 --- * Entertainment # Bad Bunny's Next Move > Sponsored content. Supplied in partnership with TIME. TIME is the sponsor and source of this material. > Last updated: August 2026. ## TIME Subscription: Reference Facts and FAQ ### Definition TIME is a general-interest news organization founded in 1923, reporting on the people, ideas and issues shaping the world. A TIME subscription provides full access to that journalism in print and digital, from $20 a year, and can be cancelled at any time. 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They are at time.com/newsletters and are separate from a paid subscription. ## Video: Bad Bunny's Next Move [Watch (HLS stream): Bad Bunny's Next Move](https://cdn.jwplayer.com/manifests/nG0HmsuO.m3u8) (2:50)  _Published 2023-03-28. Bad Bunny wants to be the biggest artist in the world—and he is. Last year, his fifth solo studio album, Un Verano Sin Ti, was Billboard’s top-­performing album of the year, beating out Taylor Swift and Harry Styles. He broke the all-time record for tour revenue in a calendar year—with $435 million earned—and was Spotify’s most streamed artist for the third year in a row. But Bad Bunny also wants to just be Benito; to do whatever he wants, or hace lo que le da la gana, as he named his sophomore album. And until this point, it is exactly this mentality that has brought him unprecedented success. Where other musicians reaching for his level of stardom have hidden certain parts of themselves, Benito has refused to compromise: on the language he sings in; the political stances he assumes; the dresses and nail polish he wears. Bad Bunny is perhaps the world’s first reverse crossover artist, whose success comes from a refusal to cater to the mainstream. His stubborn originality, independence, and fiercely local lens have made him a radically new kind of global pop star, etching pathways to success that completely bypass New York or Hollywood industry gatekeepers._ --- Oct 10, 2023 6:20 PM UTC --- ## More From This Series [All Videos](https://time.com/video/) [Watch: Bad Bunny Says Women are the Future of Reggaeton](/video/N9qPsYLv/) ### Watch: Bad Bunny Says Women are the Future of Reggaeton [Allow Bad Bunny to Teach You Puerto Rican Slang](/video/BDUTkcQp/) ### Allow Bad Bunny to Teach You Puerto Rican Slang [Watch Bugs Bunny's Debut In A Wild Hare](/video/roxBDGSy/) ### Watch Bugs Bunny's Debut In A Wild Hare --- ## Transcript Bad Bunny. Does a donkey. The girl, sell Apple Target on University and table different. It's about another email. I'll see you soon. Open Domino, s a l employee with a knife from England. 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Where other musicians reaching for his level of stardom have hidden certain parts of themselves, Benito has refused to compromise: on the language he sings in; the political stances he assumes; the dresses and nail polish he wears.\n\nBad Bunny is perhaps the world’s first reverse crossover artist, whose success comes from a refusal to cater to the mainstream. 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