WELCOME - Bad Bunny

MASTERCLASS PRESENTS

BAD BUNNY

THE MASTERCLASS STANDARD

MasterClass is a space where extraordinary voices come together — not to lecture, but to share, connect, and inspire. We believe learning is a conversation: one person’s story sparking another’s idea, one artist’s process opening a door for someone else.

The voices on this platform share one thing: they changed their field without losing themselves in the process. They built on their own terms, from their own perspective, and left something lasting behind for the people who came after them.

Bad Bunny belongs in that company. Not because of what he's achieved, but because of how he achieved it. He has moved culture without translation, without compromise, and without waiting for permission. And he has done it while never losing sight of where he came from or who he's doing it for.

This is an invitation to use one of the world's most powerful learning platforms to pass something real forward: a chance for the next generation of creators to learn how to build in their own image, in their own language, on their own terms.

THE CLASS

Bad Bunny has spent his career proving that the most powerful thing you can share is exactly who you are. These concepts take that belief and turn it into a class — and while they're just thoughtstarters, what matters most is landing on an idea that feels genuinely impactful to him. We'd love to build that together.

CONCEPT 1

IDENTITY TO INFLUENCE

Bad Bunny teaches a practical system for turning identity into influence, so a new generation of voices can build confidence, take space, and shape culture on their own terms.

He shares how he turned authenticity into his superpower: defying genre, gender norms, and industry expectations to become a global icon without ever diluting who he is or where he comes from. Through stories from music, fashion, language, and presence, learners discover how to turn who they are into what they’re known for — with tools anyone can use to take space, set boundaries, and lead with clarity. Be unmistakable, make space, then own it.

CONCEPT 2

CREATIVITY THAT CUTS THROUGH THE NOISE

Bad Bunny demystifies how he actually makes his work — from the seed of an idea to a cultural moment — turning his creative process into a repeatable system anyone can use to ship their own work, whether it’s a project, a pitch, or a brand.

Anchored in real case studies from his creative evolution — not just highlights, but his ideation, decisions, iterations, and reinventions — this class shows how to go from distinct artistic taste to public impact without sanding down your voice. At a time when artists are worried about losing agency to AI, this class re-orients creators as a distinct power center.

People don’t fail from lack of talent — they fail because they don’t have a system that reliably turns their ideas into undeniable creative work that ships without compromise. Bad Bunny is the proof-of-concept: a creator who scaled globally while keeping his distinct voice. He shows learners how to do the same: consistently, fearlessly, and on deadline.

CONCEPT3

PERSEVERANCE AND UNBREAKABLE MOMENTUM

From bagging groceries at an Econo in Puerto Rico to becoming a global icon who proved you don’t have to abandon your language or culture to win — Bad Bunny’s class on perseverance reframes grit as a repeatable operating system.

This class turns “just keep going” into something actionable: a simple, low-lift system they can run to keep creating, turn rejection into iteration, grow without losing themselves, and perform under pressure without burning out. His Good Bunny Foundation serves as proof that perseverance isn’t just a personal trait — it’s a community skill that can be taught and passed on, giving learners a practical blueprint to stay in the game that the learner has chosen, and help others do the same.

SOCIAL IMPACT INTEGRATION OPPORTUNITIES

Bad Bunny has never separated his success from his responsibility to the community that shaped him. This partnership offers a meaningful opportunity to extend that commitment — creating access, mentorship, and learning experiences that live alongside the class — which also reflects MasterClass’s mission to expand access to transformative education. Here are two ways we could bring that to life.

Free MasterClass Membership for Every Household in Puerto Rico:

To make the launch of Bad Bunny's class a moment of genuine, large-scale impact, we could offer complimentary year-long MasterClass memberships to every household in Puerto Rico that applies. By partnering with a trusted organization to verify addresses and distribute memberships, we ensure access reaches communities across the island — opening the full MasterClass library to families who may not otherwise encounter it. This turns the launch into more than a cultural moment; it becomes a direct investment in Puerto Rico, reflecting Bad Bunny's belief that world-class knowledge should be available to everyone.

Good Bunny Foundation On-Set Experience:

We could invite a small group of students from the Good Bunny Foundation to shadow the production of Bad Bunny’s class, embedded across key departments like creative and production. Each student would be paired with a crew mentor for real on-set exposure, gaining hands-on insight into how a global production comes together. Capturing parts of their experience for social content would spotlight both their talent and the Foundation’s impact — creating a moment that reflects Bad Bunny’s commitment to expanding access and building creative power within his community.

PROCESS AND PROPOSED SHOOT PLAN

Class Development: We collaborate with talent to develop the themes and outline of the class, while our creative team handles all of the heavy lifting — ensuring the instructor’s voice and vision remain central. We can work with a proxy to align on creative direction, and just ask for 2-3 brief calls with talent in the weeks leading up to the shoot to discuss the content and shoot plan.

Filming: We’d be honored to produce this as the first MasterClass taught entirely in Spanish. We would film on the ground in Puerto Rico, partnering with local crew to ensure the production feels as rooted and authentic as the class itself. The production can be completed in one shoot day, and we’d aim to film this by September 2026.

Post-Production: Once filming wraps, MasterClass manages the editing and post-production process. We collaborate with talent for final approvals to ensure the class feels authentic and aligned.

REFRAME YOUR VOICE IN CULTURE

MasterClass orchestrates a full-scale bespoke campaign that turns each class launch into a cultural moment. We make a considerable investment in a custom marketing campaign combining organic and paid media, global press, and high-impact storytelling — all built around the instructor's voice and what they're putting into the world.

For Bad Bunny, that means his message — his story, his process, his community — reaching places and people it might never otherwise reach.

Over 300 million minutes of content watched per year
More than 161 million organic social views in 2025
Over 123 billion press impressions across 2024-2025 — totaling $1.1B in ad value
More than 300 top-tier media placements in a single campaign
Over 12 million impressions on a recent paid TikTok campaign
More than 660M Linear TV impressions on a recent campaign
More than 24 million CTV impressions in the last quarter

SOCIAL ACTIVATIONS

The MasterClass social team works closely with marquee instructors to create high impact, social-first activations to amplify their class launch.

Kim Kardashian Social Collaboration: The launch of Kim Kardashian’s MasterClass was designed as a deliberate, layered rollout. It began with subtle signals — an Easter egg embedded in Kim’s Instagram — followed by a private, behind-the-scenes page accessible through an NDA she shared with her audience. Each step was paced to build curiosity and conversation ahead of launch. On release day, the campaign extended into the physical world with installations in New York City, complemented by partnerships with top lifestyle and fashion creators and their 9M collective followers. Together, these efforts generated meaningful organic reach with over 29M views and sustained engagement around the class.

MasterClass Multi-Instructor Activations: We work with our instructors to craft bold, social-first activations that drive awareness and cross-collaboration. Our Kevin Hart and Mark Cuban “Phone Call” drove 1.3M+ views building anticipation for Kevin Hart’s new class launch. We recently produced a custom social video pairing Richard Branson and Gordon Ramsay to amplify the launch of our latest product, which generated 1M+ views in 24 hours.

MARQUEE INSTRUCTOR CAMPAIGNS

MasterClass partners with our marquee instructors to create impactful marketing campaigns. Recent examples of success include:

Hillary Clinton and her never-heard-before 2016 Presidential acceptance speech: Partnered with Sec. Clinton’s team to strategically turn her newsworthy acceptance speech into headlines, securing an exclusive with Sunday TODAY. Efforts led to 190+ press hits and 1B+ media impressions. From The View to Jimmy Kimmel and Glamour to Variety, Sec. Clinton, the speech and her class on MasterClass were everywhere.

Ask Mark Cuban Campaign: Partnered with Mark Cuban to execute a member contest, where two winners received a 1:1 virtual meeting with Mark to ask him anything or pitch business ideas. Mark has become an adviser to one winner, whose business offers NIL insurance to college athletes.

The Ten Kimmandments: The Ten Kimmandments came to life in a public installation at the Oculus in New York City. Mirrored monoliths — each engraved with Kardashian's rules of business — appeared as sleek modern structures symbolizing ambition and reinvention. QR codes unlocked exclusive video moments, giving passersby a preview of the lessons, mindset and strategies she teaches. The installation invited visitors to reflect on their own success. This was business school, Kardashian-style: bold, unapologetic, and impossible to ignore.