Best Marketed Albums in 2025 So Far: How DTmF Hit Records
Bad Bunny announced his sixth studio album, Debi Tirar Mas Fotos, following the release of its lead single, El Club, and teased a list of 17 songs on Twitter, all labeled La Bomba—a tactic he had used in previous projects. The album’s title itself became a promotional tool, representing its authenticity without the need for additional rollout. He later explained that the title was about embracing the moment and valuing memories—an idea that resonates universally. Dedicated to Puerto Rico, the album addresses gentrification and the potential negative consequences of the island’s admission to the U.S., drawing parallels to Hawaii’s experience. The music is deeply rooted in Puerto Rican culture, featuring an orchestra composed of students from San Juan. The album’s release followed Bad Bunny’s bold political statement regarding the presidential election and arrived just weeks before the inauguration, amplifying its impact. This may have been a case of the right place at the right time, but it worked as a marketing strategy, reinforcing the album’s message. Following the album’s release, he co-hosted The Tonight Show Starring Jimmy Fallon, using the platform to announce No Me Quiero Ir De Aquí, a Puerto Rico-exclusive 2025 concert residency—an effective move to fully embody the album’s meaning. This has been one of the best-marketed albums of the year, achieving massive success right from the start and here’s why.
A Quick Tease
The last time Bad Bunny, Benito Martínez, teased an album on Twitter, it was for Nadie Sabe Lo Que Va a Pasar Mañana—and it was a massive success. So, what sets this release apart?
There’s nothing more exciting than a new album, with a fresh concept, tailored to a different moment in time. Reusing a promotional tactic can be seen in two ways—it might feel repetitive, or it can solidify an artist’s unique way of connecting with fans. In Bad Bunny’s case, it’s the latter. His “La Bomba” approach isn’t just marketing; it’s branding, and it’s unmistakably his.
The goal here was to announce a new album and the number of tracks in a “subtle” way, one that only he could pull off, sparking an uproar in the process. The advantage? No exclusive news handed to media outlets, no extravagant promotional campaigns. Instead, he used his own platform, keeping everyone in the dark until he was ready to unveil the project on his own terms. A bold way to grab attention—and an even stronger statement that this is his project, released on his terms, with no need for anyone’s approval.
Dedicated to Puerto Rico
Puerto Rico—a land rich in nature, beauty, history, and culture. While Martínez may be a global superstar, he proudly represents Puerto Rico wherever he goes. And I’m not just talking about singing and rapping in Spanish. He speaks out for his people, shedding light on the deep roots of their art and music. Though he has always emphasized the importance of the Puerto Rican community, he rarely delves into political issues, until now. Debí Tirar Más Fotos has been pivotal in addressing gentrification, a widely discussed but often overlooked issue. However, when a figure as influential as Bad Bunny speaks up, people listen. He understood this power, and he used it.
Many artists avoid societal issues, given the complexity of the world we live in, but Bad Bunny walked right into it. He did it for his culture, for the people who support him the most. When his community is hurting, music alone isn’t enough. It takes speaking up, using his platform, and turning his art into a voice for change. I’ll say it again, this isn’t just marketing; this is branding. Without Puerto Rico, Bad Bunny isn’t the icon he is today. By shining a light on the issues harming his community, he’s peacefully rallying his people and protesting through art. Drawing inspiration from the musical influences of his homeland, this album goes beyond reggaeton; it’s a celebration of authentic salsa and Latin music. He didn’t just rely on his own talents, he featured and credited his people throughout the project.
From collaborating with musician students from Escuela Libre de Música in San Juan to enlisting YouTube visualizers curated by Jorell Meléndez Badillo, a Puerto Rican professor at the University of Wisconsin–Madison, Bad Bunny aimed for something greater. He wanted this album to discuss the struggles and beauty of Puerto Rico’s history: the impact of Spanish colonization, the acquisition of Puerto Rico by the United States, the Puerto Rican diaspora, the repression and surveillance of the 20th century, the tragic killing of student activist Antonia Martínez, and the creation of the Puerto Rican and Grito de Laresflags.
Though everything used for the album was startgetically released to give more insight on the Puerto Rican culture, the short film he launched alongside the album tracklist, portrayed the impact gentrification has had on the Boricuas, Puerto Rican natives, in the last decade. It’s fascinating to witness an album with so much depth, where the meaning goes far beyond the music itself. The concept alone catapulted this album into one of the best-marketed releases of the year—and arguably one of Martínez’s most impactful projects to date.
Background
Puerto Rico has been at the center of gentrification for the past decade, with areas like San Juan, Arecibo, Ponce, and Rincón experiencing the most significant impact. This rapid development, largely driven by wealthy mainland investors and foreign buyers seeking vacation properties has driven up housing prices, making it increasingly difficult for locals to afford homes in their own communities.Beyond the battle for property, the most damaging impact of gentrification is the threat it poses to Puerto Rican culture. It erases cultural landmarks and displaces long-time residents, chipping away at the island’s identity. As a U.S. territory, Puerto Rico faces added layers of complexity, where political and economic forces shape ongoing struggles over land ownership, development, and local autonomy. The situation is even more alarming when viewed alongside similar events in Hawaiʻi, where native communities are being displaced, and cultural heritage is eroding due to outside influence and skyrocketing property costs.
Presidential Election
Bad Bunny’s album arrived at a pivotal moment, following his unexpected political statement on the 2024 presidential election and landing just weeks before the inauguration. Typically reserved on political matters, Martínez surprised many by publicly sharing his reason for voting. After offensive remarks about Puerto Rico were made at a political rally, he took a stand, endorsing Kamala Harris, casting his vote on the island, and emphasizing the importance of political engagement for the Puerto Rican community.
This album extends that message, addressing the urgent issues threatening Puerto Rico and reinforcing his commitment to raising awareness. Through both his music and his advocacy, Bad Bunny continues to advocate the preservation of Puerto Rican culture and its fight for political recognition.
Residency
30 shows. Thousands of fans. One Venue. It will all be happening this summer, at the Coliseo de Puerto Rico, an iconic venue for the one and only Bad Bunny. On January 13th, Bad Bunny announced his first ever residency where he would reserve the first nine shows for Puerto Rico residents. But is it really a surprise? Name a better way for him to truly invest into his community by greeting them with exclusivity for the influence they have had on his music and career. While most artists wrap up an album release with a global tour, Bad Bunny stayed true to the essence of this project. Rather than taking it worldwide, he chose to dedicate it to Puerto Rico, making this residency a celebration of the island’s culture, influence, and unwavering support.
