Bad Bunny's Puerto Rico Takeover
Now, as he returns to his native Puerto Rico for an extended residency, it feels like a full-circle moment for an artist who has never stopped waving the flag for his island -- whether on international stages or in the verses that put his homeland on the map.
When Benito announced a 30-show residency in January at the Coliseo de Puerto Rico José Miguel Agrelot, we immediately knew it would signify a monumental shift for the industry and a financial boon for the Caribbean archipelago. There was a curious anticipation for what we could expect, but obvious certainty that it would be a thoughtfully curated production packed with certain motifs only understandable by residents who resonate with Bad Bunny's frustration about growing gentrification in Puerto Rico and other political realities.
The first organized residency done by any artist in Puerto Rico, it's no surprise people wanted to see for themselves why Bad Bunny is so deeply in love with his homeland. Within four hours of tickets going on sale for the "No Me Quiero Ir De Aquí" residency, they were already sold out for the 18,500-seat venue. The first nine shows were reserved just for Puerto Rican residents, another example of how Bad Bunny prioritizes a community that never doubted his potential from the early days.
From there, hospitality officials jumped into action to pull off an extraordinary experience for visitors. Ahead of the three-month residency's start, it was already estimated that it would significantly stimulate the island's economy by at least $181 million and generate well over 35,000 hotel night bookings. Tourism jobs, which typically sit at around 100,000 on the island of 3.2 million people, could see a temporary spike of about 3%. In total, about 600,000 people are expected to visit Puerto Rico for the concert alone, which is roughly double the number of visitors the island usually gets.
This is what happens when the biggest artist on Earth reinvests in his roots.
From Local Hero to Global Host
In front of a full house on July 11, the opening night of "No Me Quiero Ir De Aquí" set the tone for what future attendees can expect. A three-hour ode to heritage, it began with a lesson on Puerto Rico's complex roots. Prior to Benito taking the stage, a giant screen flashed facts and messages in Spanish like "Puerto Rico is an archipelago, not just an island," "Puerto Rico is an unincorporated territory of the United States, but it has its own flag, culture, and identity," and "Puerto Rico has two native musical genres: bomba and plena," an homage to its African and working-class ethics.
How do you pack six albums' worth of hits into a few hours? An ambitious task, but no match for the guy whose creativity almost feels limitless at times. The setlist tracks from the 31-year-old's just-released (I Should Have Taken More Photos) and singles anyone with a social media account has heard over and over. In total, over 30 songs spanning three hours and genres such as reggaetón, salsa, bomba, trap, and plena, a true melting pot of the island's diverse sound. It's clear the music is for Puerto Ricans, about Puerto Ricans, from perhaps the most famous Puerto Rican.
With enough wardrobe changes to rival Beyoncé, the Grammy Award winner's first look features a beige Taíno-inspired ensemble with straw accents and a winter-trapper-style hat. From there, exquisite suiting in vibrant colors and more casual sets paired with sneakers from his long-running adidas partnership. Between the dancers working overtime and a crowd screaming the lyrics to every song, it's a pleasant display of sensory overload.
Puerto Rico has long been a wellspring of cultural influence, with its music, style, and message of resilience symbolizing an abundant reminder that happiness awaits on the other side of conflict. The island never needed Bad Bunny to validate its impact, but through his vision and massive platform, he's created something more: an immersive celebration that invites both residents and visitors to witness its brilliance firsthand. In doing so, he ensures that Puerto Rico's voice isn't just heard -- it echoes, unmistakably and indelibly, across the world.
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