Hamilton’s Latin community celebrates Bad Bunny’s halftime show

Fans tuned in from all over the world to watch the Seattle Seahawks take on the New England Patriots for Super Bowl 60.

For some, the main attraction is the halftime show performance from artist Bad Bunny, and the Latin American community in Hamilton is happy for the exposure.

Coming off his recent Grammy win, Puerto Rican artist Bad Bunny is set to perform at tonight’s Super Bowl halftime concert. What is the cultural impact here in Hamilton? Staff at Latin Foods on James Street North say this gives local culture here a boost.

“When people see a Latin artist play, they say maybe there’s a Latin artist in our town, maybe we should check them out,” says Juan Coca from Latin Foods. “There’s been a steady stream of customers coming in for Super Bowl snacks today.”

Bad Bunny not only gives Latin Canadians living in Hamilton a chance to celebrate and feel seen. It also gives them hope. “If he can do that, I can too.”

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There’s a growing Latin community at McMaster University. A group named Olas (Organization of Latin American Students) aims to create a safe space for its membership to celebrate Latin culture and feel seen on campus. Currently, there are over a hundred registered in the club.

Executive member, Andrea Londono, says Bad Bunny’s music in general holds an impact here.

“His music in general sends a really big message about community, about love, about loving one another.”

Londono says this message helps the work Olas does on campus to encourage the Latin community. She says they feel for their Latin brothers and sisters south of the border.

“I think in this day and age and the political climate that we have eventhough we live in Canada, we are still greatly influenced by ideas from the neighbours below us.”