As Super Bowl LX approached, scheduled for Sunday, February 8th, at Levi’s Stadium in Santa Clara, California, where the Seattle Seahawks were set to face the New England Patriots, a significant cultural discussion emerged around the highly anticipated halftime show. Grammy winner Bad Bunny, a Puerto Rican artist who performs almost exclusively in Spanish, was announced as the headliner for the official Super Bowl Halftime Show, airing on NBC and livestreaming on Peacock.

Bad Bunny's selection as the halftime performer, following his historic win for the first Spanish-language album to secure the Album of the Year Grammy, drew notable criticism from some right-wing commentators and figures, including President Donald Trump, who publicly deemed it a “terrible choice.” Bad Bunny, an American citizen, had previously made a statement about language barriers during an SNL hosting gig, encouraging viewers to learn Spanish if they didn't understand him.

In response to the official Super Bowl Halftime Show and its headliner, conservative nonprofit Turning Point USA, founded by conservative activist Charlie Kirk, announced its own “All-American Halftime Show.” This event was billed as a “counterprogram” aimed at “celebrating faith, family and freedom,” and was also scheduled for Super Bowl Sunday. It was set to stream on Turning Point USA's official social media channels, X, Rumble, and air on platforms including The Daily Wire and TBN.

The lineup for Turning Point USA's alternative event featured prominent country and rock artists: Kid Rock, Brantley Gilbert, Lee Brice, and Gabby Barrett. Each of these artists brought their own successful careers to the stage; Gabby Barrett boasts a top 10 hit on the Billboard Hot 100 and two Country Airplay chart-toppers, while Lee Brice has eight No. 1 Country Airplay hits and a Grammy nomination. Brantley Gilbert has earned five No. 1 Billboard Country Airplay chart hits, and Kid Rock achieved a top 10 Billboard Hot 100 hit and five Grammy nominations.

Country singer Brantley Gilbert publicly addressed his involvement in the “All-American Halftime Show” via an Instagram statement on Friday, February 6th, clarifying his motivations amid questions. Gilbert identified himself as a songwriter from Jackson County, Georgia, a recovering addict who uses his music to inspire others, a Christian, and a proud American who has dedicated part of his life to supporting military service members and their families. Above all, he stated his pride as a husband and father of three.

Gilbert further explained that his decision was not intended to be divisive. He saw the opportunity as a chance for his children to witness their father perform during the biggest game in American Football, noting that it had been over two decades since a country artist was asked to play the Super Bowl halftime show. Emphasizing his belief in unity, he concluded with the sentiment, “united we stand, divided we fall,” and expressed his prayer for a united country, looking forward to delivering a “hell of a show.”