In this episode of Brand Crimes & Other Offenses, Sasha Monique breaks down the Bad Bunny halftime show as a masterclass in brand strategy, category ownership, and cultural authority.

This is a behavioral analysis of the seven industry “crimes” Bad Bunny was expected to commit and how refusing them is exactly what built a $100+ million brand empire.

From infrastructure over virality to political positioning, cultural specificity, and strategic scarcity, this episode dissects what most artists and founders get wrong and how to build a brand that owns its category instead of chasing relevance.

If you’re a founder, artist, or cultural brand trying to scale without selling out, this case file is required listening.

00:00 Introduction to Brand Crimes 

00:37 The Bad Bunny Case Overview 

02:10 Crime 1: Chasing Visibility Before Infrastructure 

04:45 Crime 2: Using Collaboration to Assimilate 

07:15 Crime 3: Choosing Short-Term Revenue Over Long-Term Ownership 

10:30 Crime 4: Partnering to Elevate Status 

13:31 Crime 5: Elevating Community Over Self 

17:42 Crime 6: Staying Neutral on Politics 

20:33 Crime 7: Diluting Cultural Specificity 

24:36 Conclusion and Framework for Avoiding Crimes

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