Tomi Lahren insists Bad Bunny is not an American during heated debate

[AZJonnie]

10. I'm not sure I'd call him a "Latin performer", at least not in the traditional sense

There aren't a lot of accordions and guitarróns and horn sections in his music (though he does incorporate them to impart a Latin American musical flavor in some songs, I'd say his overall style is probably closer to hip hop).

To answer your question, though: Looking at Spotify, if you took the spin-counts of the Top 10 All-Time, most-played Beatles songs and added the Top 10 All-Time most played Rolling Stones songs, those spin counts would amount to WAY less than the total spins of the top 10 songs on Un Verano Sin Ti, Bad Bunny's 2022 studio album (NOT a greatest hits, just an album).

If you count "average spins divided by # of years that the artist has been making music", Bad Bunny is by a considerable margin the most popular artist of all-time on Spotify. He came out Xmas Eve, 2018, and he's already the #3 most played artist ever on the platform, not far behind #1Taylor Swift and #2 Drake, who've been around since before Spotify existed in Taylor's case, and since 2010 in Drake's case. Bad Bunny is very likely to be #1 all-time, period, within the next couple of years.

So the main "why" I would guess is that Bad Bunny is the biggest music star IN THE WORLD over the past just under 7 years, since he came out. But also in terms of international markets for the NFL to build fan bases in (which they are clearly trying to do), Central and South America make a great deal of sense because the time zones are not far from those of the USA.