[Sassy Sundays] Bad Bunny + the power of niching

Hey Reader, I just got back from Puerto Rico after seeing Bad Bunny live and, I have to say... it wasn’t just a concert. It was an experience. 😍 More importantly, it was a masterclass in brand positioning. Instead of going on tour, he stayed home. 🇵🇷 30 sold-out shows. Over 18K seats each. An estimated $200 million poured into the island’s economy. Artists in their prime don’t usually stay in one place. But for Bad Bunny, this wasn’t about volume. It was about prioritizing alignment to...