5 Marketing Takeaways from Bad Bunny’s Latest Record, DeBí TiRAR MáS FOToS

By Jossi de la Torre, BODEN Agency

Bad Bunny has once again proven why he’s not just a music icon but a marketing mastermind. With his latest album DeBí TiRAR MáS FOToS, he’s taken his cultural authenticity, creativity, and strategy to new heights, offering powerful lessons for marketers. From unpredictable surprise drops to building hype with strategic collaborations, every move Benito makes is a carefully crafted marketing play. Here’s how you can take inspiration from his approach to transform your brand’s strategy.

The Element of Surprise? Still a Game-Changer.?

Benito’s surprise drops and unpredictable release strategy are key to his marketing genius. By dropping albums or singles like EL CLúB with little to no notice, instant buzz and amplified anticipation ignite, turning every release into a cultural event. This spontaneity perfectly aligns with his bold, larger-than-life persona, keeping fans on their toes and making each announcement a must-see moment. For marketers, this shows the magic of keeping things unpredictable. When you keep your audience guessing, you build hype, create urgency, and turn every launch into something everyone can’t wait to see.

Be Strategic with Collaborations.?

Bad Bunny’s decision to collaborate exclusively with Puerto Rican artists like Tainy, RaiNao, Dei V, Omar Courtz, Chuwi, and Los Pleneros de la Cresta isn’t just a lineup—it’s a statement. These partnerships didn’t just draw attention from his fanbase; they sparked interest across the fanbases of the featured artists, creating a ripple effect. But what really stands out is the strategic choice to work only with Boricua talent. This move isn’t just about the music—it’s about amplifying Puerto Rico’s voice and keeping the authenticity of his album intact. It’s clear: this record is all about celebrating Puerto Rican culture, a true love letter to La Isla del Encanto. When the tracklist dropped, I was hyped to see Los Pleneros de la Cresta on there. Plena music is at the core of Puerto Rican culture, and it takes me straight back to my childhood. I can still remember the sound of those drums, especially around Las Navidades. Hearing that track hit me like a wave—I was instantly 12 again, trying to keep rhythm on el segundo drum. It’s funny how that part of me had been tucked away, but that sound brought it all back. (I even had to go digging through Facebook for a pic to prove I once played.) After listening to the whole album, I realized: music really is the best time machine. Marketers note that when you make strategic, culturally relevant partnerships, you build buzz and deepen the connection between your brand and its roots but also the roots of your intended audience.?

Keep the Social Strategy Simple: Tease, Drop, Engage.

Tease the Buzz: El Conejo Malo keeps his fans on their toes. He drops enticing snippets on Instagram, Twitter, and TikTok—whether it's a new track preview, a mysterious video, or behind-the-scenes glimpses. Each post is a tease that gets the internet buzzing, leaving fans desperate for more. For this record, Bad Bunny teased us by dropping a song title on his Instagram and Twitter in a very low-key, almost unassuming way. One notable example was when he revealed the title “KLOuFRENS” in a casual post. Fans immediately realized it was a reference to Instagram’s Close Friends feature, and the speculation on the song’s theme went viral, with fans and influencers debating what it would sound like.

Drop the Hype: Bad Bunny’s cryptic posts are a masterclass in suspense. A random image, an ambiguous message, and suddenly, the internet explodes with theories. Is it a new album? A surprise collab? A concert announcement? The thrill of the unknown keeps his fans engaged, eagerly refreshing their feeds for the next drop. Creators like Jessica Judith have continued to fuel the frenzy by posting videos where they guess song titles or analyze potential tracklists, even before Bad Bunny reveals anything. This kind of fan-driven speculation builds excitement and transforms his followers into active participants, turning every hint into a viral conversation. For marketers, it’s a reminder: hype isn’t just created by you—it’s fueled by the community you build around your brand.

Engage the Movement: Bad Bunny turns his releases into fan-driven movements, sparking viral conversations and inviting fans to share their excitement. In the past, Benito has done this through hashtags, Instagram Lives, and listening parties. But Boricua fans have already sparked their own conversation about the album's cultural impact on Bad Bunny’s native island, Puerto Rico, by sharing how the record makes them feel empowered and genuinely seen. I too felt so moved by his short film, recalling the summers I would leave PR (Puerto Rico) and think, “I hope nothing changes when I come back.” It’s an odd feeling to realize that what I thought was a unique experience and feeling is a shared one. We’re also seeing mega fans sharing photos they’re thankful they took, tagging them with #dtmf. It just goes to show how this album has become a powerful symbol of identity and pride for so many, even for those who aren’t Puerto Rican. It proves that Bad Bunny’s audience doesn’t just follow; they fully immerse themselves in the story.

Creative = Identity

Bad Bunny’s creativity goes beyond music—it’s embedded in every visual, word, and moment he crafts. His music videos for EL CLúB and PIToRRO DE COCO are cinematic standouts, blending bold storytelling with visuals that leave you questioning, “What did I just watch?” Every piece of his branding—from typography to graphics to copy—has become integral to his identity. Album covers, posters and social visuals are instantly recognizable, marked by striking colors and iconic typography. For marketers, this is a reminder: your brand’s storytelling and visuals must be as authentic and distinctive as your message—when done right, they become your identity.?

• Own Your Tone of? Voice.?Bad Bunny’s use of Puerto Rican slang isn’t just about reflecting his roots—it’s how he builds a deep connection with his fans. His language feels personal, whether it’s in song titles like NuevaYol (referring to the commonly used Puerto Rican pronunciation of Nueva York, aka “New York”) or playful phrases like KETU TE CRE (meaning que tú te crees, aka "who do you think you are"). His signature slang—like x100pre ( an abbreviation for por siempre, or "forever")—has evolved into a cultural symbol that resonates beyond Puerto Rico, reaching fans globally. His language remains raw, real, and undeniably authentic, creating a powerful, shared experience for his audience. Proving that authenticity in your voice isn’t just a marketing tactic; it’s what forges lasting connections and builds a loyal community around your story.
• Production Matters.?Who you produce with shapes the story you tell—and Bad Bunny knows this. He’s not just a performer; he’s behind the lens, producing and directing his content. Take DeBí TiRAR MáS FOToS (Short Film) as an example. Bad Bunny directed this project, blending raw, experimental visuals with his signature style. His approach to production ensures that every visual hits as hard as the music. These aren’t just videos—they’re extensions of his identity, his culture, and his vision, making every release feel intentional and impactful. Partnering with producers like STILLZ for his other videos, like El Apagón from Un Verano Sin Ti, elevates this vision even further. STILLZ’s cinematic edge matches Bad Bunny’s rebellious spirit, turning each video into more than just entertainment but a cultural moment.?

Be Culturally Authentic.?

DTmf isn’t just a record release—it’s a cultural moment that resonates on a deeply personal level with listeners. It’s a powerful homage to Puerto Rico, where every track, every lyric, and every visual element is infused with a deep respect for the island's traditions. Musically, Bad Bunny seamlessly blends reggaeton, salsa, and plena with his signature urban touch—creating a sound that’s both fresh and deeply rooted in his heritage. But it’s more than just sound; visually, the album bursts with iconic Puerto Rican imagery—national flags, street scenes, and vibrant landscapes that capture the island’s beauty. It’s a visual celebration of Puerto Rican culture, from the colorful streets to the resilient spirit of its people.

But what sets this project apart is how Bad Bunny uses each track and his platform to amplify Puerto Rico’s voice. Not only is it a celebration, it’s an honest reflection of the island’s struggles, its political and social issues, and its ever-present resilience. He doesn’t shy away from tough conversations—he uses his art to raise awareness and spark discussions, making his music a tool for social change.

The impact of this album is undeniable. I, for one, have had it on repeat. 24 hours after its debut, it garnered millions of streams on Spotify, countless mentions on TikTok and X, and has become a global cultural benchmark.?

The reason this album is so successful? It’s all about authenticity. Bad Bunny’s deep connection to his roots, unapologetic pride in his heritage, and genuine desire to reflect Puerto Rico’s realities make this project feel personal and real—not just for those who share his background, but for a global audience. Whether you're a native Puerto Rican, a no sabo kid, or a mix of both, this record speaks to you.

What Can Marketers Learn From This?

Consumers want something real. They want to connect with brands that reflect their values, acknowledge their experiences, and resonate on a deeper emotional level. By staying true to your brand's essence, creating culturally relevant material, and using your platform to build awareness and drive conversation, you can create a lasting connection with your audience—just as Bad Bunny has done with his music and cultural IMPACT.