The Apple Music Super Bowl LX Halftime Show Starring Bad Bunny was produced by Roc Nation, Rimas, Jesse Collins Entertainment, and DPS. Harriet Cuddeford served as creative director for the production.

Hamish Hamilton directed the halftime show. The production featured superstar guests Lady Gaga and Ricky Martin. Saturday Night Live won the Emmy for outstanding makeup for a variety, nonfiction or reality program for its Bad Bunny-hosted episode.

The reality competition Traitors was a big winner at night one of the Creative Emmy Awards. Sabrina Carpenter won her first Emmy Award for outstanding variety special (pre-recorded) as performer and executive producer on Disney+'s The Muppet Show reboot.

Timeline

Bad Bunny's Super Bowl LX Halftime Show won Emmys in the categories of music direction, choreography, sound mixing, lighting design, technical direction/camerawork, and directing. Jay-Z, a producer of the halftime show, received his third Emmy Award for his role on Bad Bunny's performance. The reality competition Traitors was a big winner at night one of the Creative Emmy Awards.

Bad Bunny won his first Emmy Award in the outstanding variety special (live) category. Saturday Night Live won the Emmy for outstanding makeup for a variety, nonfiction or reality program for its Bad Bunny-hosted episode.

What's New

Prior to Bad Bunny’s win, the record for most Emmys won by a Super Bowl halftime show was three, set by the 2022 performance featuring Dr. Dre, Snoop Dogg, Mary J. Blige, Eminem, Kendrick Lamar, and 50 Cent. The Apple Music Super Bowl LX Halftime Show Starring Bad Bunny won seven Emmy Awards at the 2026 Creative Arts Emmy Awards, setting a new record for most Emmys won by a Super Bowl halftime performance.

Miguel Gandelman won the Emmy for Outstanding Music Direction for Bad Bunny's Super Bowl LX Halftime Show, marking his second win in this category, following his 2022 win for Kendrick Lamar’s performance. Harriet Cuddeford served as creative director for Bad Bunny's Super Bowl LX Halftime Show. Kendrick Lamar’s 2025 Super Bowl Halftime Show, which was directed by Hamish Hamilton, won three Emmys, including Outstanding Music Direction, and set the previous record for most Emmys won by a halftime show.

Superstar guests in Bad Bunny's Super Bowl LX Halftime Show included Lady Gaga and Ricky Martin. Bad Bunny's Super Bowl LX Halftime Show featured a real-life wedding and authentic business owners, including Los Angeles’ Villa’s Tacos, among the set. Jay-Z, as an executive producer on Bad Bunny’s Super Bowl LX Halftime Show, received his third Emmy Award, having previously won for his work on the 2022 Kendrick Lamar Super Bowl performance.

Why It Matters

Kendrick Lamar's halftime show held the record for most Emmys won by a Super Bowl performance for one year before Bad Bunny's win. The Creative Arts Emmy Awards, which began in 1984, are held annually to recognize excellence in technical and creative areas of television production, separate from the Primetime Emmy Awards.