HOW BAD BUNNY STOLE CHRISTMAS (AND EVERY OTHER HOLIDAY)

Collage by Nicole M Dillman. Photos: Eric Rojas.

If there's something we know well about Bad Bunny, it is that he, in fact, does whatever he wants.

Historically in the music industry, major holidays and the Christmas season are the worst times in the year to release music. That is unless your name is Michael Bublé, Mariah Carey, or possibly Kelly Clarkson. The Billboard charts have proved year after year that the top 10 songs all have the words "Christmas", "Winter", "Snow", or some derivative in their title. For most artists, competing with festive favorites is like an uphill climb in a snow-themed music avalanche while "it's tiiiiiime!" rings in their ears in a loop. But Bad Bunny is no ordinary artist.

Contrary to what the industry would advise, El Conejo Malo has turned major holidays into his personal release dates and intelligently capitalizes on the cultural and emotional aspects of the holidays. Let's take a look:

• X100Pre: his debut album, released on Christmas Eve, 2018.

• YHLQMDLG: his second solo album, released on February 29, 2020, a leap year.

• Las Que No Iban a Salir: a surprise album drop on Mother's Day, 2020.

• El Último Tour del Mundo: his third solo body of work, released on Thanksgiving Day, 2020.

• Nadie Sabe Lo Que Va a Pasar Mañana: released on October 13th, 2023, but not before toying with the release dates in Spotify ads that read "Nadie sabe si es este año o el próximo", having fans theorize that it would drop on New Year's Eve.

• Instagram Live: Bad Bunny went on Instagram Live to promote Nadie Sabe on Christmas Day, 2023. The Live went viral.

• Debí Tirar Más Fotos: his upcoming sixth solo album, scheduled to be released on January 5th, the eve of Día de Reyes, the official last day of Christmas.

Bad Bunny’s genius lies in understanding the emotional weight of the holidays. These are moments when people gather and celebrate, and his music becomes the soundtrack to those memories. Tired of hearing “All I Want for Christmas Is You” on your grocery run, the mall, and at your sister-in-law's house? Enter Bad Bunny with fresh tracks that feel like a holiday revolution. Whether it’s El Último Tour del Mundo breaking up the holiday music monotony or fans theorizing about his cryptic Spotify ads teasing Nadie Sabe Lo Que Va a Pasar Mañana around New Year’s, he knows how to keep audiences hooked during times when they’re already paying attention.

Even his non-album moves are perfectly timed. In December 2023, Bad Bunny’s Instagram Live on Christmas Day became a viral sensation, turning a simple interaction with fans into a cultural moment. And with his upcoming album Debí Tirar Más Fotos slated for release on January 5, 2025, the eve of Three Kings' Day, he’s once again linking his music to a holiday tradition.

Another brilliant aspect of this strategy is the marketing buzz it creates. Dropping new music on widely recognized holidays breaks the norm and generates surprise, hype, and anticipation among fans and the media alike. These unconventional release dates dominate headlines and social media, while his fans eagerly wait for an announcement, search for clues, or frantically refresh his Spotify profile at midnight.

Bad Bunny teaches us a valuable lesson about leveraging recognizable elements, like international holidays, and associating them with our brand. By linking his work to seasons of gathering, sharing, giving, and joy, he builds on the excitement and emotional resonance these moments naturally inspire and transports them into his music releases.

By claiming holidays for his releases, Bad Bunny has flipped the script on traditional marketing. He’s turned dates that were once considered off-limits into his own branded events. His strategy not only integrates his music into international celebrations but also reinforces his status as an artist who sets his own rules.

Hope this brilliant strategy inspires you to find your own twist on traditionally no-go aspects of music marketing. Ideas are everywhere!

Until next time!

Musically,

Nicole for ClickTrack