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Funk ostentação, also referred to as Funk paulista (from Portuguese: Ostentation funk or São Paulo funk), is a Brazilian music style created in São Paulo in 2008. The central themes addressed in the songs refer to conspicuous consumption, and many of the representatives sing about cars, motorcycles, drink and women, extolling the ambition to leave the slum and achieve goals.
The genre was created as an alternative to the Rio de Janeiro scene, whose dominant lyrical themes were criminality and lack of social justice. The first song, "Bonde da Juju", recorded by MCs Backdi and Bio G3 in September 2008, made clear mention of ostentation. After several funk ostentação festivals were held in the state of São Paulo, various singers were discovered, while others adopted the new style. Its national debut came with the launch of the video for "Megane" by MC Boy do Charmes in mid-2011. As it became clear that funk ostentação would be best represented in audiovisual format, the cinematographer KondZilla became the first to produce videos, which were received enthusiastically by fans. Of the ten most watched music videos in Brazil, in both 2012 and 2013, three were funk ostentação.