Sunday night’s super bowl halftime show was more than music — it became a moment of pride and visibility for Latino communities, including in Montreal. From the taco stand to the boxing match and the jewellery vendor, bad bunny brought classic Latin neighbourhood life straight into the stadium. The game may be over, but the message from the Puerto Rican artist is still resonating for people like Cinco de mayo owner Mabel Magana. She says seeing this authentic representation of Latin culture on display is deeply moving. And she’s not alone. Colombian-born Montrealer Luis Zuluaga calls it a moment of visibility on one of the biggest stages in the world. “He’s funny, he’s extroverted, he’s original, he’s creative. You know, a lot of good things, but especially meaningful for the culture,” he said of Bad Bunny. It’s a sentiment shared by Montreal Mayor Soraya Martinez Ferrada, who posted a video of herself dancing online, asking “is everyone ready for the Benito bowl?” She says Bad Bunny’s performance landed at a critical moment. “He talked about what America is. And America is not United States. It’s all of us,” said the mayor. Colombian Montrealer Andrea Pena says the message hit home with anti-immigrant sentiment on the rise. “It feels like this statement of our culture, our people, who we are – and us not having to change our culture, the things that make us who we are, the sense of community, the loudness, the beauty,” said Pena. For Salvador Oy Mejia, founder of Latinos en Montreal, it’s also about the power of being seen. “It was more than a performance, you know, it was more like a cultural moment,” he said. For some, it was also a reminder of what America and cities like Montreal really are. “He sent out a really powerful message through the word unity- it’s important, especially at this time when we need to stay strong,” said Alejandro Quijano, co-owner of Juanitos. For many watching the show, the takeaway is simple: pride, joy and the freedom to be exactly who you are.
