What's happening? A creative gathering is inviting people to rethink the Bad Bunny Residency and the future of the cultural industries. The event "¿Y ahora qué?" will be held on Wednesday, Oct. 22, 2025, at Abracadabra Counter Café in Santurce. It will bring together creatives, entrepreneurs, professionals and academics to analyze this phenomenon and project the future of the cultural economy.
Why does it matter? Benito's residency marked a turning point: it showed the power of the creative industries to move the economy and redefine cultural identity.
According to studies, the sector generates more than $8.7 billion a year and employs more than 87,000 people.
The residency's case, with an estimated impact of $200 million, demonstrated its reach across tourism, gastronomy, design and media.
The vision
"Beyond the spectacle, we are facing a historic opportunity to reposition Puerto Rico as a creative and cultural engine on a global level. This event aims to spark dialogue among those who are already transforming the industry and to celebrate its achievements," said Daliana Alvarado, creative director and organizer of the gathering.
The voices
The conversation will be moderated by writer and cultural manager Xavier Valcárcel and will feature music by DJ Mano Santa. Key figures from the creative ecosystem are participating:
Indira Luciano, economics professor (UPR)
Dyanis de Jesús, Puerto Rico Creativo
Omar Robles, El Boricua (Río Piedras)
Cindy Burgos Alvarado, journalist at PlateaPR
Michelle Piereschi and Jenith Rivera, Ruta Café con Ron
Karla Bonilla, Fire Creative
Quique Rivera, Acho Studio
Kenneth Canales, Sapo Concho
Jennifer Serrano, Señor Paleta
The purpose
"¿Y ahora qué?" aims to read the signs of this moment, reflect collectively and think about how to build an economic model that is sustainable, inclusive and grounded in creativity.
This content was translated with the assistance of Artificial Intelligence (AI).
