@rpn: The craziest thing about Bad Bunny is 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 Noah Assad, 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 Bad Bunny 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 #badbunny #SuperBowl #halftimeshow #music

Roberto Nickson

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Region: US

Monday 09 February 2026 01:29:05 GMT