7 Ways a Global Music Strategy Wins Big After Super Bowl LX

In February 2026, the world saw something bigger than a football game. When Bad Bunny took the stage at Levi’s Stadium in Santa Clara for the Super Bowl LX Halftime Show, he gave a masterclass on why a global music strategy matters for brands right now. He performed almost entirely in Spanish for a record 160 million viewers. This proved that non-English music isn’t just a trend. It’s the new standard for guest experiences.

For retail and hospitality leaders, the “Benito Bowl” was a wake-up call. Background music isn’t just filler. It’s a connection. Whether you’re playing reggaeton, K-pop, or Afrobeats, these sounds are the fastest way to reach a diverse, global generation of customers.

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The Massive Reach of Global Sounds

Numbers from the RIAA and Luminate show that non-English music is at an all-time high. Latin music revenue in the U.S. reached nearly $500 million in the first half of 2025. This was its 12th straight year of growth. It is now the second-fastest-growing genre in the country.

This shift isn’t only about Latin music. In 2026, several genres have moved from local scenes to global dominance:

• K-pop’s Economic Power: Groups like BTS continue to spark massive spending. Their 2026 tour is expected to fill more hotel rooms than any traditional Western artist.
• The Rise of Afrobeats: These rhythms are now core to a global music strategy. Artists from Nigeria and South Africa are debuting at the top of the charts and leading major ad campaigns.
• The “Bunny” Spike: Right after the show, Bad Bunny’s Apple Music plays jumped sevenfold. His album DeBÍ TiRAR MáS FOToS hit #1 in 46 countries.

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Why Your Brand Needs a Global Music Strategy

Bad Bunny’s performance, with guests like Lady Gaga and Ricky Martin, showed that global music creates an energy that doesn’t need a translation.

1. Values Over Demographics

Gen Z and Millennials use music to show who they are. They pick brands that understand their culture. Using global sounds proves your business is in sync with the world today.

2. No More Genre Borders

The 2026 shopper doesn’t stick to one genre. Their playlists are a mix. A smart global music strategy blends reggaeton hits with Afrobeats and 80s synths to keep the energy high.

3. Rhythm is the Universal Language

People love non-English songs even if they don’t know the words. They focus on the beat and the vibe. This makes music a powerful, wordless connector in any store or hotel.

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The ROI of Sound: Why it Works

Beyond the “vibe,” there is a clear business case for diversifying your playlist. Research shows that music that resonates with a customer’s identity can increase “dwell time”—the amount of time a person spends in a store. When customers hear sounds that reflect their globalized world, they feel a sense of belonging. This psychological comfort leads to higher brand loyalty and increased spend.

In 2026, a brand that only plays Top 40 English pop feels dated. By contrast, a brand that mixes in a global music strategy feels premium and curated. It signals that your business is forward-thinking and inclusive.

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Real Culture, Not Just Trends

The Halftime Show succeeded because it was authentic. The stage had sugarcane fields, traditional straw hats called pavas, and a guest spot by Toñita Cay from her famous Brooklyn social club.

This kind of storytelling is what customers want. They look for “human-first” moments in a world full of automated noise. By sharing specific Puerto Rican symbols, Bad Bunny made the whole world feel invited.

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How to Update Your 2026 Music Plan

To use this momentum, businesses should change how they pick their music:

• Mix it Up: Add international tracks to turn a quick visit into a unique journey.
• Watch the Trends: Use real-time data from TikTok to make sure your music feels current.
• Trust the Experts: While tech helps, the best brands use human curators to tell a real story.

At Activaire, we help you build a global music strategy that works. We turn retail and hospitality spaces into places where music has no borders.

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