@rpn Everyone’s going to be talking about that halftime show and I’m sure the internet will be perfectly classy and won’t be divided on it at all 😅
But the craziest thing about Bad Bunny might just be his contract. It’s one of the best in modern music history… on par with giants like Prince, The Beatles, Jay-Z, Taylor etc but unheard of for an artist so early in their career.
In 2021, the label he co-owns with noahassad – @rimas – cut a 90/10 distribution deal with Sony’s The Orchard.
That means for every dollar he makes from music, streaming and concerts – they keep 90 cents. Most major label artists are lucky to see 15%. Which essentially makes @badbunnypr the most successful independent artist in the world.
We’re talking about a guy, with the highest-grossing tour ever in a single calendar year.
Who’s been the most streamed artist on planet earth 4 of the last 6 years.
All on a 90/10 split.
Bad Bunny never sold his future optionality for present opportunities. And today he’s an owner, getting paid like an owner.
I think there are lessons here that any artist or creator can apply to their own careers:
- Double down on identity and what makes you unique. It’s your moat.
- Ownership > short-term cash (and distribution ≠ ownership)
- Play the long term game and treat your brand like a business from day one
As a Venezuelan, I’m so proud of Bad Bunny becoming the first solo Latino artist to perform at the SB halftime. He killed it.
#badbunny #superbowl #halftime
The creator analyzes musician Bad Bunny's groundbreaking record contract, starting with a timely hook about his halftime performance. He contrasts the typical low royalty rates for major artists with Bad Bunny's historic 90/10 revenue split, explaining it was achieved through a distribution deal with his co-owned label, Rimas. The creator frames this as a crucial lesson for all creators on prioritizing ownership and control over short-term cash, using Bad Bunny's journey from grocery bagger to global superstar as a case study in long-term strategic thinking.
Everybody's gonna talk about this halftime performance, but the craziest thing about Bad Bunny is his contract.
Visual hook · 5%
A dynamic split-screen format with a commentator on the bottom and fast-paced, high-energy B-roll clips of Bad Bunny performing on the top.
[06]
Hook template
Steal this for your own video
[Celebrity]'s INSANE [Business Term]
— Taylor Swift's INSANE OWNERSHIP DEAL
— Cristiano Ronaldo's INSANE CONTRACT
— MrBeast's INSANE REVENUE SPLIT
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
Leverages a current, popular event to pivot to a lesser-known, more intriguing 'insider' story about the subject, creating an immediate information gap.
Payoff
Confirms the subject's ultimate success and high status as the direct and inevitable outcome of their unique, contrarian strategy, fully validating the video's initial thesis.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Contrarian Case Study
Presenting a subject as a successful anomaly to an established industry norm, then deconstructing their unique strategy into a universal lesson for the audience.
1
The Industry Baseline
Establishes the standard, often disappointing, reality for others in the field. This creates a benchmark against which the subject's success will appear even more dramatic.
2
The Anomaly Reveal
Presents the core thesis as a shocking, quantifiable fact that directly contradicts the established industry baseline.
3
The Mechanical Deconstruction
Explains the specific strategy, deal, or mechanism that allowed the subject to achieve their anomalous result, lending credibility and satisfying viewer curiosity about the 'how'.
4
The Universal Maxim
Broadens the appeal by framing the subject's specific strategy as a universal principle that any viewer (especially creators) can learn from.
5
The Guiding Principle
Articulates the core lesson as a clear, memorable, and actionable rule or piece of advice.
6
The Origin Story Validation
Uses the subject's humble beginnings or early career choices to prove they have always embodied the guiding principle, adding narrative depth and emotional weight.
7
The Victorious Payoff
Closes the argument by explicitly linking the subject's adherence to the principle with their current, massive success and elevated status, providing a satisfying conclusion.
Themes
Ownership
Creator Economy
Business Strategy
Long-term thinking
Techniques
Split Screen
B-Roll
Jump Cuts
Trends
Creator Economy analysis
Newsjacking
Post caption
Everyone’s going to be talking about that halftime show and I’m sure the internet will be perfectly classy and won’t be divided on it at all 😅
But the craziest thing about Bad Bunny might just be his contract. It’s one of the best in modern music history… on par with giants like Prince, The Beatles, Jay-Z, Taylor etc but unheard of for an artist so early in their career.
In 2021, the label he co-owns with noahassad – @rimas – cut a 90/10 distribution deal with Sony’s The Orchard.
That means for every dollar he makes from music, streaming and concerts – they keep 90 cents. Most major label artists are lucky to see 15%. Which essentially makes @badbunnypr the most successful independent artist in the world.
We’re talking about a guy, with the highest-grossing tour ever in a single calendar year.
Who’s been the most streamed artist on planet earth 4 of the last 6 years.
All on a 90/10 split.
Bad Bunny never sold his future optionality for present opportunities. And today he’s an owner, getting paid like an owner.
I think there are lessons here that any artist or creator can apply to their own careers:
- Double down on identity and what makes you unique. It’s your moat.
- Ownership > short-term cash (and distribution ≠ ownership)
- Play the long term game and treat your brand like a business from day one
As a Venezuelan, I’m so proud of Bad Bunny becoming the first solo Latino artist to perform at the SB halftime. He killed it.
#badbunny #superbowl #halftime
Text overlays
title · beginning
Bad Bunny's INSANE CONTRACT
contextual · beginning
EVERYBODY'S
contextual · beginning
HALFTIME
informational · middle
90/10
informational · middle
TO KEEP 90%
informational · middle
TRADE CONTROL FOR GROWTH.
contextual · end
TRADED OWNERSHIP
Transcript
Everybody's gonna talk about this halftime performance, but the craziest thing about Bad Bunny is his contract. It's arguably the best and most important in music history. See, the biggest major label superstars on the planet are lucky to see even 30¢ of every dollar that they generate. Bad Bunny has a historic ninety ten split. In 2021, the label that he co owns, Primas, signed a distribution deal with Sony Music that allows him to keep 90% of the revenue from music, streaming, and concerts. That's unheard of. And the way that he's architected the business around his brand is something that I think all creators can learn from. Never trade control for growth if growth doesn't give you more control back. Meaning, Bad Bunny was a grocery bagger posting to SoundCloud. He could've easily chased a big corporate contract early, but he never traded ownership and flexibility for short term cash. And he never changed his music to fit somebody else's mold. Fast forward to no, he's become a global platform that that people and businesses can rent access to. And that's why Bad Bunny, well, between him and Taylor, is the biggest artist in the world.
Explaining Bad Bunny's business deal | Viral Hooks
