The Bad Bunny Marketing Playbook for Local to Global Growth

Bad Bunny’s sixth studio album, DeBí TiRAR MáS FOToS (with the album's title translating to, I Should Have Taken More Photos"), is a testament to his mastery of blending past and present Puerto Rican music. Across salsa, plena, bolero, dembow, and reggaetón, Benito created a cohesive body of work that celebrates Boricua heritage while pushing música urbana forward. As he reflects on Puerto Rico’s complex history—cultural pride, colonization, gentrification—Bad Bunny reminds fans that the past holds vital lessons for the future—and that your community should always come first.

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In this case study, we’ll break down how Bad Bunny rolled out DeBí TiRAR MáS FOToS and translate key album campaign strategies that artists can learn from to elevate their own album rollouts. You’ll discover how to build and engage with your local community, blend traditional and contemporary musical influences, strategically time and theme your releases, create experiences for fans, prioritize authenticity, and cultivate a diverse fanbase.

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Want to learn how to apply Bad Bunny’s approach to your own rollout? Download the case study, where we break down his strategies for artists.

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Who is Bad Bunny?

Bad Bunny, born Benito Antonio Martínez Ocasio, is a Puerto Rican singer, rapper, and songwriter who has revolutionized the global música urbana scene. He began his career by uploading songs to SoundCloud, where his distinctive mix of reggaetón, Latin trap, and alternative influences quickly drew a dedicated fanbase. His breakthrough arrived in 2017 with the hit single “Soy Peor,” establishing him as a rising star in the Latin music world. Since then, Bad Bunny has released multiple successful albums, collaborated with top international artists like J Balvin, and earned numerous awards for his innovative sound and authentic representation of Puerto Rican culture. Known for his bold fashion choices and commitment to social issues, he has become a cultural icon, seamlessly merging his roots with modern trends to create a unique, influential presence in the industry.

His rise to global superstardom began with the groundbreaking debut album, X 100PRE, but it was the release of Un Verano Sin Ti that cemented his status as a cultural force. Tracks such as “Yo Perreo Sola” from his second album, YHLQMDLG (short for Yo Hago Lo Que Me Da La Gana), showcased his ability to blend reggaetón with innovative, genre-defying sounds, earning him a massive worldwide following. In Bad Bunny's music he playfully includes everyday expressions like “ tu mamá, ” demonstrating his knack for weaving casual Puerto Rican slang into his lyrics. Hailing from Vega Baja, Puerto Rico, Bad Bunny returned to his roots in Nadie Sabe Lo Que Va a Pasar Mañana, delivering heartfelt narratives that reflect his personal journey and cement his place at the forefront of Latin music. This set the stage for DeBí TiRAR MáS FOToS, his most recent project celebrating Puerto Rican history and culture.

The Bad Bunny Play Book: DeBí TiRAR MáS FOToS

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1. BUILD COMMUNITY BY ANCHORING YOURSELF IN LOCAL CULTURE

Rooted the Album in Puerto Rico: Rather than chasing global radio hits or mainstream collabs, Benito immersed himself in his own culture. He pulled from local legends, featured Puerto Rican collaborators, and used historical touchpoints (like El Gran Combo’s classic “Un Verano en Nueva York” and the uprising of El Grito de Lares) to anchor the music in Boricua identity.

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Tell Local Stories: Tracks such as “TURiSTA” and “WELTiTA” address issues like gentrification, power outages, and island folklore. The DTMF short film brought in iconic Boricua filmmaker Jacobo Morales for deeper cultural resonance.

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2. BUILDING ON HISTORY FOR A FRESH SOUND

Balance Old and New: From salsa horns to Afro-Indigenous hand drums and modern urbano rhythms, Benito’s artistry bridges different musical epochs. He brought in the older generation’s musical icons (Héctor Lavoe, Willie Colón) and connected them with younger collaborators (RaiNao, Omar Courtz, Dei V).

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Honored Cultural Preservation: In songs like “CAFÉ CON RON,” Bad Bunny uplifts plena, a traditional Puerto Rican genre historically known as “el periódico cantado” (the sung newspaper) for its role in spreading social and political awareness in working-class Puerto Rico. By spotlighting plena in his songs, a style deeply connected to everyday life, Bad Bunny preserves and celebrates a key element of Boricua culture, ensuring these historical sounds and messages remain relevant today.

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3. STRATEGIC RELEASE TIMING & THEMES

Chose a Symbolic Release Date: Dropping the album on January 5th, the eve of Día de los Reyes (Three Kings Day), tied into both a holiday and historically significant week for Puerto Rican identity.

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Aligned With a Broader Narrative: By invoking the memory of Puerto Rican revolutionaries in January 1868 and referencing the island’s fight for sovereignty, he bridged the past with present-day political struggles.

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4. MAKE YOUR ROLLOUT AN EXPERIENCE

Short Film & Visuals: The DTMF short film starred Jacobo Morales, a revered Puerto Rican filmmaker and cultural figure. His cinematic storytelling paired seamlessly with the album’s tracks and narratives, underscoring overarching themes of political commentary and local folklore.

Subtle Easter Eggs: By blending audio clips from iconic hits (like “Solo de Mí”) or referencing older reggaetón eras, including his past albums, Bad Bunny gave fans moments to decode, share, and discuss online.

Revealing Track Titles via Coordinates: In the weeks before DTMF dropped, each song was revealed through specific latitude/longitude coordinates posted on Spotify and social media. Fans entered these coordinates into Google Maps, discovering the title in a real-life location (e.g., an alleyway in San Juan’s coordinates 18°23’56.8”N 66°03’08.7”W, with the song’s name on a metal shutter).

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5. STAYING AUTHENTIC AS YOU GROW

Embraced Boricua Slang & Storytelling: Lyrically and visually, Benito never watered down his identity or language. He preserved the raw, cultural essence of Puerto Rico, championing native references and everyday realities.

Puerto Rico Residency: After releasing the album Benito announced his 21 date residency in PR with his first 5 shows exclusive to locals. By doing this he demonstrated genuine appreciation for the community that supported him from the start.

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Amplified Social Justice & Community Issues: Rather than sidestepping political struggles (power grid failures, tourism’s impact on local businesses), he underscored them in his songs and short film. Authentic advocacy is a hallmark of his brand.

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6. CULTIVATE A MULTIGENERATIONAL FANBASE

Closed Generational Gaps: Tracks like “EoO,” referencing early 2000s reggaetón, and salsa-inspired songs invited older listeners to join the conversation, leading to social media moments where parents and abuelitos reacted emotionally to the nostalgia.

Made Space for Legacy Artists & Rising Stars: Collaborating with living legends (Wisin) and up-and-comers (RaiNao) helped unify different age groups under the album’s celebration of Boricua culture.

CONCLUSION & KEY TAKEAWAYS

Bad Bunny’s DeBí TiRAR MáS FOToS rollout is a masterclass on embracing your roots as a part of your story. By rooting his album in Puerto Rican history, bringing together cross-generational influences, and telling stories that resonate well beyond the island, Benito has expanded his global reach without sacrificing the authenticity of his craft.

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Want to learn how to apply Bad Bunny’s approach to your own rollout? Check out our case study, where we break down his strategies for independent artists.