Bad Bunny in Milan: just how much money does the Puerto Rican rapper – who is hated by Trump – bring in?

Whether you like trap, reggaeton and the Greater Antilles or not, you can’t help but agree on one thing: this is his year. Bad Bunny, born Benito Antonio Martínez Ocasio, a Puerto Rican rapper set to perform at the Snai La Maura Racecourse in Milan on 17 and 18 July, for two dates on his ‘Debí Tirar Más Fotos Tour’, is making his mark on the music scene in 2026 like no one else.

In February, she won the Grammy for Best Album with *Debí Tirar Más Fotos* (2025), becoming the first Latin artist to triumph in the category, before taking centre stage at the Super Bowl Half-Time Show, which was, for the first time, performed entirely in Spanish. In both cases, there was no shortage of political statements, jibes at Trump (the two harbour a mutual and genuinely intense hatred for one another) and explicit condemnation of ICE.

Because, whether you like it or not, Bad Bunny belongs to the increasingly small circle of those who don’t hesitate to take a stand when a stand needs to be taken. And his appeal to his target audience isn’t affected by this – quite the opposite, in fact. Let’s start by saying that, in terms of his music, he is an independent artist: he releases his music through the Puerto Rican indie label Rimas Entertainment, distributed globally by The Orchard, a company within the Sony Music group. In 2025, he finished fifth in the IFPI’s Global Recording Artist of the Year chart, which recognises the most successful recording artists (first place, for four consecutive years, went to Taylor Swift had held the top spot for four consecutive years). On Spotify, he has 98.5 million monthly listeners and has been named the most-streamed artist of the year on four occasions (in 2020, 2021, 2022 and 2025). Overall, she is considered one of the most certified Latin artists of all time in the United States, with over 200 RIAA certifications in total across albums and singles.

But it is through live performances that ‘Bad Bunny’s economy’ reaches remarkable proportions. The rapper, managed by Noah Assad, founder of Rimas Entertainment, became the first Latin artist in 2026 to surpass the threshold of $1 billion in concert takings. The two Milan dates, organised by Live Nation, confirm this: 157,000 tickets sold in under four hours. The tour is also boosting tourism: flight bookings to Milan for the weekend of the concerts, for example, according to Sojern, have seen an 8.5 per cent increase year-on-year. Interest in hotel searches for the same dates has also remained strong, showing a 3.4 per cent increase compared with last year. As for rail travel, according to Trainline’s latest report, demand for train journeys to the Lombard capital for the weekend of the event has soared by +20% compared with the previous week (+26% compared with last month). The rise in bookings spans the whole of Italia, with Naples recording the highest peak in departures to Milan, with an exceptional 87 per cent increase in passenger numbers, followed by Rome (65 per cent), and from abroad (Zurich, 32 per cent).

Like all the big names in the urban music scene, he has built up a growing number of collaborations with brands over the years. The most significant is undoubtedly his partnership with Adidas, which began in 2021 and has become a case study in music marketing. Bad Bunny’s signature trainers have regularly sold out and, according to industry analysis, each launch is estimated to have generated between 15 and 25 million dollars. In the luxury sector, Bad Bunny – a regular at events such as the Met Gala, has become an ambassador for Gucci, appearing in the brand’s international luggage campaigns and strengthening its positioning amongst younger audiences. Then there are the partnerships with Calvin Klein, Crocs, T-Mobile, JBL and Corona beer, blessed with the slogan ‘La vida mas fina’. Taking all these assets into account, how much is Bad Bunny’s personal fortune worth? Only his accountant knows the actual figures, of course, but the most reliable estimates put it at at least $100 million. His ‘vida’ really couldn’t be any ‘mas fina’ than that.