AS MARCAS QUE MARCAM O FUNK OSTENTAÇÃO: Comunicação, impacto e lifestyle.

Abstract

This undergraduate thesis aims to analyze the relationship between funk music, consumer behavior, and luxury brands, highlighting the genre's evolution as both a direct and indirect advertising tool over the years. Based on authors such as Kotler (2016), Laurence Bardin (2011), Kellner (2001), and Vanoye & Goliot-Lété (1984), the research explores the cultural context, lyrics, music videos, and marketing campaigns that directly link funk to luxury branding. The study traces the development of funk from its origins to its current role in brand promotion, addressing cultural, social, advertising, and media aspects. Conducted over the span of one year, the project focuses on funk ostentação and how it reflects and shapes consumer behavior, especially in relation to luxury. Guided by the research question—how the increased visibility and public acceptance of funk have changed the relationship between artists and luxury brands, influencing marketing and communication strategies—the study investigates how funk serves as a cultural expression that impacts consumption patterns and the social imagination of luxury. A comparative analysis was conducted on the presence of brands in early funk lyrics to depict a utopian lifestyle, contrasting that with current brand-artist collaborations in advertising. The research was carried out over two academic semesters to deepen the understanding of funk's influence on consumption habits and luxury marketing strategies.