In the quiet limestone forests of Puerto Rico, a small warty toad once believed extinct now has the attention of millions—thanks to the global reach of reggaetón superstar Bad Bunny.

The Puerto Rican crested toad, or *sapo concho*, is the unlikely star of Bad Bunny’s latest visual album, *DeBÍ TiRAR MáS FOToS*, where it appears not just as a background character, but as a cultural symbol and conservation call-to-action.

The toad, animated with personality and charm, is shown sipping coffee, dancing, and doing yoga. But behind the visuals lies a serious message. The species, once thought to be lost for good, now faces threats from climate change, urbanization, and invasive species.

As Green Matters reports, the character "Concho" represents Puerto Rico’s biodiversity and the urgent need to protect it.

Photo: Wikimedia Commons / Toglenn, License: CC BY-SA 4.0

Bad Bunny featured the Puerto Rican crested toad as a character in his 2025 album visuals.

A Secretive Creature, Rarely Seen

The Puerto Rican crested toad (*Peltophryne lemur*) is native only to the island, making it a key part of its ecological identity. Yet even many locals have never seen one in the wild. That’s because the toad is reclusive, spending most of its life hidden in crevices and burrows, only surfacing to breed after heavy rains.

“We’re talking about a species that spends most of its life in cracks, cavities or holes,” biologist Sondra Vega told El País.

These breeding events are rare and unpredictable. Once the rains come, the toads lay eggs in temporary ponds near the coast. But as rising sea levels bring saltwater into these freshwater breeding grounds, their reproduction becomes increasingly at risk.

Photo: YouTube / Bad Bunny

The Puerto Rican crested toad is the island’s only native toad species.

A Conservation Story Decades in the Making

The recovery of the sapo concho has been slow but steady. Conservationists began breeding programs in the 1980s after the species was rediscovered. The Brookfield Zoo in Illinois has played a major role where 30 toads live in conditions tailored for breeding. As News Tribune reports, in May 2025, two pairs produced over 1,700 tadpoles, which were carefully transported to Puerto Rico and released into the wild in time for the rainy season.

These releases are part of a long-standing collaboration with the Puerto Rican Department of Natural and Environmental Resources. Ramón Luis Rivera Lebrón, a technical adviser for the agency, told the News Tribune that the toads are extremely slow to mature, taking up to two years to reach breeding age. This makes monitoring success in the wild difficult and underscores the importance of captive breeding programs.

Photo: Wikimedia Commons / Los Capos del Genero TV, License: Attribution 3.0 Unported

Bad Bunny’s spotlight has increased donations to local conservation centers.

From Limestone to Luxury Hotels

Habitat loss continues to plague the species. The karst regions where the toads live are under threat from rapid development. Luxury resorts and tourist infrastructure now occupy spaces where amphibians once thrived. As El País reports, the sapo concho’s battle mirrors the struggle of Puerto Ricans being displaced by gentrification and coastal overdevelopment.

To make matters worse, the toad also faces competition from the invasive cane toad, which was introduced in the 1920s. The cane toad lays tens of thousands of eggs—far more than the native toad—dominating shared breeding grounds and crowding out the sapo concho’s offspring.

“It’s a story with a sad ending,” herpetologist Rafael Joglar told El País.

Bad Bunny’s Role in a Toad’s Renaissance

Bad Bunny’s album has given the crested toad its most high-profile platform yet. Concho the toad isn’t just a mascot—he’s a symbol. In a short film released alongside the album, the amphibian listens to an elderly man reflecting on life and lost memories, a narrative that resonates with themes of heritage, nostalgia, and identity.

The cultural ripple effect has been measurable. As ABC reports, the Brookfield Zoo saw an increase in donations to support a new breeding center in Puerto Rico. Merchandise featuring the toad has appeared on clothing worn by fans. And the Puerto Rican Crested Toad Conservancy reported a rise in awareness and funding, fueled by the artist’s global audience.

@nihaokailan08 conchooo🐸 @Bad Bunny #badbunny #badbunnypr #concho #nuevayol #dtmf #debítirarmásfotos #album #frog #fyp #foryou #foryoupage #xyzabc #GOVIRAL #viral #humor ♬ NUEVAYoL - Bad Bunny

More Than a Meme

Though some may see the toad’s fame as a passing trend, experts see potential for long-term gains. Rafael Joglar, founder of The Coquí Project, told National Geographic that the exposure has been “the best thing that has happened to us in a long time in terms of conservation.”

He hopes the moment will inspire systemic changes, from education to environmental policy.

Sapo concho’s sudden leap into the public imagination is more than a viral moment. It’s a chance to save a species teetering on the edge—and a reminder that art, culture, and conservation can thrive together when we let them.