Language, Culture, and the Super Bowl Stage

I’m not really into watching games, but I know plenty of people who never miss one, and for most Americans, the Super Bowl is the event of the year. Even though the audience could be all over the world, when you hear “Super Bowl,” it screams United States of America. Some people care only about the game itself, some are most excited about who performs at halftime, but for me, I mostly look forward to the commercials. And if you notice, the halftime shows are often talked about more the next day than who actually won the game.

I hadn’t even heard of who was performing this year until people started talking about it. I didn’t really care at first since it’s not my thing anyway. Especially with the way he responds in interviews, I felt like I would rather be working than spending time watching something or someone I don’t agree with. Then he performed, and once again, the comments about the performance started coming in. Based on people’s reactions and my own opinion, here are my thoughts on it…

He was performing at the biggest game in the United States NOT in Latin America — in a country where the majority speaks English. English isn’t his first language, and he points out that it wasn’t originally America’s first language either; I assume he was referring to the history of the colonization of Native Americans. But if that’s the case, why perform mostly in Spanish, his own first language on a stage where most people won’t understand it? It feels like he disregarded the country’s main language to push his own, which doesn’t come across as respectful of history. At an event of this scale, pushing your own language and culture over connecting with the audience seems tone-deaf.

Let’s flip the situation. Imagine another nationality artist headlining the biggest event in Puerto Rico and saying, “I’m going to sing in my own language, and Puerto Ricans have three months to learn the language.” How do you think people there would react? Most would probably say, “Why not sing in Spanish, since that’s what the audience speaks?” It’s not about rejecting culture — it’s about reading the room. You adapt to the environment you’re in. That’s just common sense and respect for your audience.

And if you want to send a message, it should be done in the right way and through the proper process. Entertainment and government serve different purposes, and mixing political statements into major entertainment events can blur that line. There’s a time and place for policy debates and serious discussions, and a halftime show may not be the appropriate setting for that.

Yes, he has fans and Spanish-speaking viewers who didn’t mind him singing in his first language, but what about the people who don't even know him and don’t speak a word of Spanish? If the goal is to bring people together through culture, I don’t think that approach accomplishes it in a country with a totally different culture. There’s a time and place to celebrate your culture, and it should be done in a way that considers the audience.

While artists absolutely have the right to express themselves and their culture, I don’t think showing what feels like disregard or even subtle disdain toward a country where you’re benefiting from massive opportunities is a good look. The Super Bowl is an American event with a global audience, yes — but at its core, it’s still America’s biggest stage. Meeting the audience halfway doesn’t erase your identity; it simply shows common sense and consideration.