José Simão built his reputation in Brazil as a humor columnist for Folha de S.Paulo and as a regular voice on radio, where his segment with journalist Ricardo Boechat on BandNews FM reached a wide morning audience. His signature exclamation Buemba, Buemba became instantly recognizable, used to announce gossip, political scandals and bizarre news stories. Clips from those broadcasts later circulated online as short audios, especially on WhatsApp and soundboards, where fans reuse his voice to comment on new events with the same mix of satire and disbelief.