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 himself and to the brand he’s building – a brand not built on the traditional pop star formula.

While other artists chase more cities, bigger markets, and dilute their music to appeal to the masses, he went the opposite direction.

He went deeper into his roots and doubled down on everything Puerto Rico... the culture, the pride, the politics, the genre.

And the results were truly unmatched. 🤌🏼

This wasn’t an overnight success either. It's been a DECADE of consistency and strategic moves.

The more he holds steady in his brand, the more people notice.

I mean, everyone from LeBron James to Jon Hamm has shown up to his concerts over the last 10 weeks!

With that kind of attention comes trust, and that trust compounds over time.

Sound familiar?

The parallels to blogging could not be clearer. This is branding 101.

💫 It reminded me of what happened when I finally niched down three years ago. My food blog has only grown since.

And seeing Bad Bunny’s residency confirmed that when you lead with who you are, the right people will come to you.

The takeaway?

🔥 Niching down isn’t limiting. It’s often the gateway to scaling.

Serve your audience deeply. Stay in your lane. Hold steady in your niche, even when shiny objects disguised as growth tempt you to dilute your brand.

Niche clarity creates trust. Trust creates loyalty. Loyalty turns “random clicks” into true fans.

✅ You don’t need to dilute yourself to grow. You need a brand clear enough, a strategy sharp enough, and a will strong enough not to bend.

I’ve never been more proud to be Latina. 💃🏻

And I can't wait to share more about this in an upcoming podcast episode. 🎙️

Stay tuned!

Jamie