Bad Bunny and the Extraordinary Rise of Latin Music


This case study explores the growing phenomenon of Latin music, with a particular focus on the influential role of rapper Bad Bunny in the music industry. By examining Bad Bunny’s impact on the significant rise in the streaming of Latin music, this study aims to provide readers with an understanding of the substantial gains made by Latino artists and the potential implications for ethnoracial dynamics. The first section of this study focuses on Bad Bunny’s distinctive music career and summarizes key themes within the evolution of Latin music, along with the contributions of its pioneers, spanning several decades. Subsequently, the study integrates theoretical frameworks proposed by Michael Omi and Howard Winant (1994), Frederik Barth (1969), and Wendy Roth (2009), which offer insights into racial identity and formation, boundary-making, and panethnicity. Through an analysis of the interplay between ethnoracial representation and perception, group formation, and panethnicity, this case study seeks to elucidate Bad Bunny’s role and influence as a prominent Latin artist shaping contemporary music dynamics.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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