Bad Bunny Makes History at The Grammys

Bad Bunny makes history and wins Album of The Year at The Grammys for "Debí Tirar Más Fotos."

Last night at The Grammys history was made as Bad Bunny took home Album of The Year for "Debí Tirar Más Fotos," the first Spanish language album to do so. It comes a week before his headline gig for the Apple Music Halftime Show for the Super Bowl on February 8, 2026.

Benito’s Super Bowl performance is also expected to break ratings records.

A complete list of Latino winners from last night can be found here:

It's undeniable the impact that Latin music has had in the United States and the world, particularly over the past several years with Benito topping worldwide charts at Spotify for three of the past five years and Cardi B topping the charts with her sophomore album.

Last night's triumph comes on the heels of Cardi B as musical guest on SNL where she brought her Dominican roots onto the stage with the traditional merengue Dominican group called

El Prodigio as well as traditional Dominican dress set against the backdrop of an immigration crackdown in the United states which has affected everyone.

 There was an outpouring of support from artists during yesterday's program including allies like Billie Eilish, Olivia Dean and many more.

Overall public declarations reinforce the power of the arts to bring people together, unify breaking down barriers. What we are seeing is artists move beyond their role as "musicians" and reflecting the feelings and values that they are affected by as well as their listeners and fans across the country.

It’s similar to what we are seeing play out in the news,

Americans largely at odds with Trump administration on immigration, ICE tactics, where we now see 61% of voters noting that ICE tactics have "gone too far."

The business position that a brand or artist is "apolitical" is no longer sufficient within the current climate. In a post COVID environment, this tracks for consumer behavior and expectations as well.

Roughly 1 in 4 shoppers—26%—have reduced or stopped purchasing from a company due to politics or current events, according to an April 2025 Ipsos poll. That share is far higher among Democrats (42%) than Independents (16%) or Republicans (15%).

There's a lot to learn from how musicians, with their diverse fanbases manage themselves during this time. The authenticity they bring through their art and the success that they enjoy while championing their convictions is a masterclass for how values can drive business forward.