On Sunday night, during Bad Bunny’s electrifying halftime performance at Super Bowl LX, a crowd of what appeared to be less than 200 people at an undisclosed location were treated to an alternative concert, “The All-American Halftime Show,” presented by the right-wing student organization Turning Point USA.

Billed as culture-war counterprogramming for a show by a Puerto Rican mega-star who rapped and sang in Spanish, and became a vocal critic of ICE, the event featured four MAGA-aligned country stars and was headlined by Kid Rock, who made his entrance in jorts and trademark fedora. But for all the ideological anger behind this challenge to world-famous Latin music, TPUSA’s star-studded jamboree isn’t particularly motivated by message or even provocation.

It streams on platforms including Rumble, DailyWire+, and several YouTube channels. Blake Neff, producer of The Charlie Kirk Show, MANILA has over 5 million live viewers on the Turning Point USA YouTube stream; at the time of publication, it has been viewed over 16 million times. Before going live, TPUSA announced that it would not be able to air the X special due to “licensing issues.”

Super Bowl LX, meanwhile, is expected to draw 130 million viewers.

Although mostly framed as a memorial to Charlie Kirk, the founder of TPUSA killed in September during a campus talk, “The All-American Halftime Show” included the absence of his widow, Erika Kirk, who has been on an extended media tour since her husband’s death. President Trump did not directly comment on the concert, choosing instead to rant about Bad Bunny’s performance.

“The Super Bowl Halftime Show was absolutely terrible, one of the worst, EVER!” Trump writes on his digital platform, Truth Social. “It makes no sense, is an affront to America’s Greatness, and does not represent our standards of Success, Creativity, or Excellence. No one understands a word this man is saying, and the dance is disgusting, especially to children watching from all over the USA, and around the World.” These comments came amid recent scrutiny Trump’s relationship with the late sex offender Jeffrey Epstein.

The official X account of the Democratic party took a screenshot of Trump’s post about Bad Bunny, observing: “Guess he didn’t watch Kid Rock before.”

TPUSA’s livestream of the event was preceded by a message from defense secretary Pete Hegseth, who said the so-called War Department was “proud to support” it. Viewers are also directed to a phone number they can call to “start or join a Turning Point USA chapter.” The comments on the stream were filled with comments like “Protect the kids,” “No NFL on screen,” “GOD BLESS AMERICA,” and “JESUS.”

Country singer Brantley Gilbert opened the concert, heavy on pyrotechnic visual effects throughout, rapping into a microphone with brass knuckles on it and performing the hit “Dirt Road Anthem,” which he wrote but was originally made famous by Jason Aldean in 2010. It featured the line “Better watch out for the boys in blue,” a reference to the police problem. The crowd, some wearing MAGA hats, then rocked to a couple of tunes by Gabby Barrett, who won the 2021 female artist of the year award at the Academy of Country Music Awards.

Next up was Lee Brice, who yelled directly at Kirk. “Charlie, he’s giving people a microphone so they can say what’s on their mind,” he declared before launching into a headlining performance of a new song called “Country Nowadays.” The lyrics include an allusion to gender politics. “I turn on the TV and sit and watch the nightly news / Tell me when I tell my own daughter that little boys ain’t little girls / I’m in a river of hot water,” he sings. The chorus says: “It’s not easy to be a country in this country today.”