Why is Bad Bunny so popular? His music activates neurotransmitters that trigger pleasure

Bad Bunny isn’t just the most-streamed Latin artist in the world — he’s also a chemical catalyst. When tracks like DeBÍ TiRAR MáS FOToS or Me porto bonito come on, his more than 80 million monthly Spotify listeners are moved to dance and hit replay over and over — because of a surge in dopamine, serotonin, and oxytocin, the neurotransmitters that produce pleasure. That’s the conclusion of a scientific study published this week by the Puerto Rico Chemists Association (CQPR).

The research was carried out in the context of No me quiero ir de aquí, Bad Bunny’s ambitious artistic residency that includes 30 concerts at Puerto Rico’s main arena, running from July 11 to September 14. More than 400,000 tickets were sold within hours of the announcement. According to CQPR, that’s no coincidence — it’s a result of the chemical processes that also trigger feelings of wellbeing, euphoria, and “a strong sense of community among attendees.”

María Santiago Reyes, a member and former president of the association, explained that “brain chemistry explains why so many people feel so emotionally connected to these massive experiences.” In these types of shows, she said, “people don’t just dance — they also connect biochemically.”

She also noted that large-scale concerts generate substantial amounts of solid waste, require high levels of non-renewable energy, and increase carbon emissions due to transportation needs. That’s why CQPR is encouraging artists, educators, and community leaders to promote the role science can play in organizing events like this — particularly when it comes to solar energy, lithium batteries, recycling, and sustainable mobility.

Santiago Reyes also emphasized that Bad Bunny’s cultural phenomenon presents “a scientific opportunity to educate the public about urgent issues like sustainability, collective mental health, and the energy transition.” The study will be presented at PRCHEM 2025, the Caribbean’s leading chemistry congress. This year’s edition will take place at Puerto Rico’s Convention Center from July 30 to August 2, bringing together experts in fields such as health, environment, and artificial intelligence.

“We want science to leave the lab and enter the public conversation,” said the association’s president, José Pérez Meléndez. “If a song can move the masses, science can guide their steps.” He added that Puerto Rico is currently experiencing “a historic moment in terms of the entertainment industry and in promoting the island as a hub for innovation and science.” He said the upcoming congress will be an opportunity to advance science in the region and to show that “chemistry is in everything — in the beat, in the body, in energy, and in the transformation of a country.”

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