This article delves into Bad Bunny's latest album, his passion for music, and his reflections on the importance of capturing memories.
Elevators are a careful maneuver. At any point, as the bell dings, you might be recognized, and when you happen to be the most-listened-to Latin artist on planet Earth, the statistical probability of running into any kind of fan — hardcore followers, casual listeners, excited tourists — is pretty high. It’s not that he minds, it just makes things slightly more complicated when the Puerto Rican superstar is trying to get from Point A to Point B.
So that explains why one bone-cold morning in New York, just two days after Christmas, Bad Bunny is facing the wall in an elevator heading to his offices. He’s head to toe in a simple pewter-gray sweatsuit, and as an extra precaution, the drawstrings of his hoodie are pulled so tight that you can see only a tiny sliver of his forehead, looking more like a faceless creature than a sought-after, history-making, megawatt celebrity. The visual here — his team of about seven people standing next to a silent six-foot figure with his back to everyone — is almost comically weird, but it’s a smooth ride up without interruptions. Ten floors later, the hoodie comes off, and there’s Benito Antonio Martínez Ocasio, bearded with his hair slightly grown out, bouncing around, looking through the past few issues of the magazine. He has thoughts: Looking at the October 2024 edition with, he explains that a hairdresser on a movie set recently turned him on to the rising pop phenom. “She has, like, a Lady Gaga, Lana, Sia vibe,” he says. “She’s cool.” Turning to the January 2025 issue with, he jokes, “I’ve always said he reminds me of a dolphin, and this cover in the water confirms thatThough he’s known for being slightly reticent in interviews, today, Bad Bunny is fully charged and bursting with stories. Part of that is because he’s had a lot going on the past year: films, activism, moves across the country. More important, for the past few months, he’s been sitting on a new album called a stunning piece of work that makes him prouder than any of the multiplatinum smashes that preceded it. There’s a deeper feeling to it all, almost like this album led him closer to what he wants to do. It’s a culmination of sounds and ideas that are grounded in folk and roots traditions from, the rest of the Caribbean, and the wider diaspora. There’s salsa, there’s bomba, there’s trio — all bits and pieces of his childhood that he brought with him as he went from a teenager bagging groceries and posting songs on SoundCloud to a global superstar. He’s almost vibrating with joy as he talks about everything he learned from making this music. “I enjoyed it a lot, but at the same time, it also went by so fast,” he says. “That’s why I think I’m going to keep recording songs — I don’t have to release them. But sharing ideas, watching kids play and enjoy music, it was so beautiful that I’d do that every day. I’d go to the studio every single day to make a new song.”I like New York because it’s closer to home. L.A. feels very far away. Sometimes that’s good because you want to disconnect, and in L.A. it can feel like you went to another galaxy. But if I had to pick, if someone said, “You have to live in one,” I’d stay here. Although, L.A. has more Mexican culture. I started eatingBad Bunny Learns How to Salsa Dance in 'Baile Inolvidable' Video]. I started getting that reputation of not liking photos because sometimes I don’t feel like taking a photo with a fan if I feel like creating another kind of moment. And I had this reflection of, “Maybe I’m so used to photos with fans, and it’s not as special a moment as it is for the person who just saw me and who wants to save that moment.…” But it has more to do with the way that sometimes there are these moments I live through, and I enjoy them, but I didn’t take any photos. I have a good memory, but I know there’s going to be a time where I’m not going to remember really incredible times. It has a lot of meaning in terms of wishing I had seized certain moments. That’s the idea: enjoying the moment when I could and valuing memories.Photos capture history. Nowadays, people can take photos of whatever, but before, I remember photos used to be so special. I remember my mom was always taking photos. When there was a birthday or some kind of event, you’d take like two photos and then you’d save them for the aunt who was 90 years old or when so-and-so was coming by with her new baby. They were for something special. When you revealed them, it was an event. The whole family would sit down, and we’d pass them around and be like, “Whoa, look at this!” It was about reliving those moments. When I got older, I would get so mad when Mami would take photos, because she was crazy about taking them, and now it’s the opposite. It’s like, “Damn, I wish I had a photo of this,” so it’s all those nostalgic feelings of valuing these moments and being grateful, beyond the photo
BAD BUNNY MUSIC ALBUM MEMORIES JOY
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