Jack

Now, yeti.

Latin music is just 9% of total streaming in the United States.

And yet Bad Bunny was the most streamed artist of the year last year on Spotify.

In the last six years, there's only been two people to hold that crown.

Bad Bunny won it four times and Taylor Swift won the other two.

That's right.

Bad Bunny is beating Taylor Swift and it all goes back to a church choir in Puerto Rico where he began singing.

In high school, he was bagging groceries in Puerto Rico while writing lyrics on the side and eventually uploading his tracks to SoundCloud.

He dropped out of college and eventually came up with the name Bad Bunny for his musical career.

And why was that, Jack?

Well, Nick, when he was a kid, his parents made him wear a bunny costume for Halloween.

That's rough.

He did not like that costume.

So he became the Bad Bunny.

And he knows that this was a marketing opportunity because he realized every time someone saw a bunny, they would think of him instead.

And basically every lawn I've ever seen has had a bunny scamper across it at some point.

But here's what fascinates us besties.

Bad Bunny Inc.

isn't just a diversified business, is it, Jack?

It's the most strategically paradoxical business we've ever seen.