The aim of this thesis is to contribute to the debate on the relationship between the socioeconomic context and the arts based on the analysis of the funk ostentação phenomenon. Emerged over the years of economic growth of the Workers Party governments, funk ostentação was understood as a representation of what was labeled, at the time, the new middle class, a socioeconomic phenomenon that was associated with the success of economic and social policies of the PT. As they gained prominence in the music industry, a significant number of funk ostentação artists began to defend an explicitly neoliberal discourse, emphasizing meritocracy and entrepreneurship as determining factors for their (individual) success, ignoring the role of policies for training of the subgenus itself. In the field of music, greater attention was given to the economy of funk and to the innovations of a business model engendered by the producer Kondzilla, highlighting the centrality of audiovisual and digital social networks, notably YouTube, in this process. The thesis dwells precisely on this apparent contradiction between the socioeconomic and cultural contexts, performing an interpretative content analysis of interviews with some of the most prominent characters within the musical subgenre posted on the YouTube platform between 2011 and 2015. Although neoliberal consumer policies do not produce necessarily linear, totalizing and homogeneous political impacts, it was verified in the speeches of the MCs the recurrence of a discourse marked by individualism and motivational culture, apparently antithetical to an economic context of greater socialization of purchasing power via public State policies.