The most influential artist of his generation, Benito Antonio Martinez Ocasio a.k.a. Bad Bunny is Spotify’s most streamed artist for the last three years and has the highest grossing tour in the history of the world. Of his music and videos “El Apagon, Aquí Vive Gente” has been watched on YouTube for 996,100 HOURS = 41,594 DAYS = 114 YEARS. "It is a song with a unique ability to connect on multiple levels - as a party anthem, a cultural celebration, and a politically charged commentary on what it is really like to live in Puerto Rico.

For many years Puerto Rico has been grappling with a series of significant challenges; a deteriorating electrical grid resulting in constant power outages, local communities’ displacement by foreign investors fostered by the Government, a devastating environmental impact, and privatization of public spaces. These issues have led to widespread dissatisfaction and organized protests. Unknown to many abroad, and ignored by much of the Island’s population, it was time to bring these issues out of the dark.

“El Apagón, Aquí Vive Gente,” had the objectives to:

• Raise awareness about the ongoing issues faced by Puerto Rico and stimulate public discourse on these matters.

• Empower and inspire the Puerto Rican community and allies to stand up and advocate for the changes they deserve.

• Showcase Bad Bunny's commitment to use his platform as clout for social change and activism, accentuating the importance of celebrities using their influence positively.

Bad Bunny’s “El Apagón”, follows a “bait and switch strategy,” luring his followers with a song they want to hear. Soon after the music video starts it transforms into a documentary about the some issues affecting Puerto Rico. His followers’ feedback caused a ripple effect and the piece reached far beyond his fans.

Days prior to Hurricane Fiona’s landfall on Puerto Rico, Bad Bunny announced to his 45.4M Instagram followers the upcoming video's release with a poignant message of solidarity: "I hope people in PR can watch my video before the lights go out.” Fiona knocked out the power grid across the entire Island and his heartfelt statement added to the wide reach of the video, emphasizing its significance. “El Apagón” translates into English as the blackout. The repeated struggles of Puerto Ricans on the Island were on the world stage to see, this time through his YouTube channel.

“El Apagón, Aquí Vive Gente” is a 23-minute piece that utilizes Bad Bunny’s music video as a trojan horse for a documentary exposing social issues in Puerto Rico. The music video/documentary spotlights the devastating impact of power outages on homes, schools, and hospitals, as well as gentrification and privatization of public spaces.

A minute into the music video, it is suddenly interrupted by a clip from investigative journalist and influencer Bianca Gralau, outlining the island's energy crisis. The song then resumes and fluidly transitions into the exclusive documentary “Aquí Vive Gente,” by Gralau. Their collaboration set a precedent for the creative possibilities of social based comment. The documentary portion delves deeper into these injustices, offering an investigative perspective and giving a voice to those affected by these issues. Through its storytelling, the video leaves a lasting impression on viewers, ensuring that the message of “El Apagón” resonates globally.

Our goal for the music video/documentary was to amplify the song's messages in a compelling way, celebrating Puerto Rican culture while raising awareness about its ongoing struggles. "El Apagón" spotlights some of Puerto Rico's challenges; an unstable power grid, and marginalized communities' displacement by wealthy US citizens from the mainland moving to Puerto Rico to avoid paying federal income taxes.

The decision to incorporate the 18-minute documentary “Aquí Vive Gente” into the music video was a strategic move that aimed to:

•Enhance the storytelling aspect and provide a comprehensive, in-depth view of the social, economic, and political issues affecting Puerto Rico.

•Offer a journalistic perspective that complements and adds credibility to the artistic expression of the music video.

•Encourage viewers to engage with the content for an extended period, allowing them to immerse themselves in the story and deepen their understanding and empathy towards the situation faced by Puerto Ricans.

Bad Bunny has become a household name around the world, captivating audiences with his blend of Latin trap and reggaeton. His meteoric rise to fame has earned him a global fan base that transcends cultural and linguistic barriers. He is Spotify’s most streamed artist for the last three years and the music video/documentary for "El Apagón, Aquí Vive Gente," not only showcased his musical talent but also served as a powerful social commentary on the state of Puerto Rico.

The piece resonated far and wide beyond his fans, sparking a global conversation about the crisis in Puerto Rico. USA and International media outlets featured the piece, among them: BBC, New York Times, El País, CNN, Time Magazine, Rolling Stone, Billboard, La Repubblica, Independent and Kondini. All this coverage helped to shine a spotlight on Puerto Rican’s demands for accountability from those in power.

As a global superstar and proud Puerto Rican, Bad Bunny has consistently demonstrated a deep connection to the island's culture, heritage, and social issues. Throughout his career he has used his platform and influence to raise awareness about crucial issues such as gender equality, LGBTQ+ rights, mental health, and climate change.