One of my colleagues subscribes to a notion: if you grasp the Rizzler’s essence, you won’t be astonished by Kamala Harris’ loss in the presidential election? The title “Massive Justice” may not ring a bell, rendering any election outcomes a stunning surprise.
Once more in March, a Florida-based father-and-son duo, comprised of A.J. and his son, made headlines. Massive Justice, a popular social media collective, enthusiastically shared a TikTok post extolling the virtues of Costco Wholesale’s impressive array of meal court products. The duo, who already boasted a vast network of acquaintances, much like the Rizzlers, have since become internet sensations, solidifying their status as online celebrities with a feature on.
Christian Paz, Vox’s senior politics reporter, notes that “The Costco Guys,” “the Rizzler” and this entire type of straight-bro-coded mediaverse serves as a proxy for the way left-leaning media consumers have become increasingly siloed in their content choices. Because of this, Paz implies that some progressives may have overlooked part of the significant political transformation taking place in the nation.
Does the surge in popularity of non-partisan voices like Costco’s Kirkland Signature brand, which transcended traditional political affiliations, help illuminate a cultural shift that preceded Donald Trump’s presidential victory? Is their lingering online presence just another harmless relic, a nostalgic echo from YouTube’s early era when ordinary individuals briefly went viral and gained fleeting fame? The solutions are somewhat complex.
While their viral fame resurfaced in March, the Costco Guys’ meteoric rise to stardom was a product of years of dedication and hard work. Hailing from his native New Jersey, patriarch Andrew Befumo, affectionately known as A.J. Stevens, a well-versed professional wrestler, previously known as the American Powerchild Eric Justice before retiring and transitioning to a successful career in mortgage lending. Around two decades ago, he launched a family-oriented YouTube channel featuring himself, his wife Erika, their daughter Ashley, and son Eric, also known as Massive Justice), known as . The channel showcased heartwarming, relatable moments often seen in slice-of-life reality TV, such as cooking, movie nights, and festive carols.
Since 2022, Befumo has primarily focused on creating films for TikTok with Eric, whom he affectionately dubbed Massive Justice, following his wrestling persona; occasional appearances by Ashley and Erika, collectively known as “The Mom of Massive Justice.” Initially, the father-son duo attended baseball games and reviewed local eateries utilizing their unique meal review scale, dubbed the “growth meter.” Satisfying dishes earned a coveted “growth!” rating, whereas underwhelming or unpalatable meals merited a rare yet fitting “doom!”
Alongside their regular routines, they captured themselves undertaking everyday tasks, such as visiting retail establishments, with an uncharacteristically high level of excitement. Despite this, the undeniable allure lies in their ability to craft a sense of relatable pleasure through nuanced depictions of suburban, middle-class life. While other popular YouTubers may focus on exotic getaways and luxurious excursions, the Costco Guys make the most of an ordinary day in their own unique way.
Thousands of viewers tuned in to watch these movies, resulting in substantial view counts and attractive sponsorship opportunities. Despite everything, it was only the previous spring that their fascination with Costco served as the catalyst for their online fame. On March 1, they unveiled a custom social media post expressing their enthusiasm for the wholesale chain, capitalizing on the widespread popularity surrounding it. “With a nod to their affinity for warehouse clubs, Massive Justice kicks off their video by proudly proclaiming, ‘We’re Costco guys’.” What a bizarre phrase! Here’s my attempt to improve it:
“While we purchase our daily groceries, others are indulging in the art of baking.”
By July, they unveiled a Beastie Boys-inspired campaign, “We Deliver the Growth,” featuring Erika and Ashley, which has since garnered 14.4 million views. Since then, they’ve successfully integrated Costco’s limited menu offerings into various content streams, featuring friends’ reviews of the store’s signature “double chunk chocolate cookie” and incorporating it into their shopping excursions. They have recently launched additional remixes of their popular campaign, “We Deliver the Growth”, with one being their latest. The lives of Ashley and Erika suddenly gained prominence as they stepped out of the shadow cast by A.J. Massive Justice’s creative output, including films, is now showcased on a dedicated website, launched in October, where their primary focus lies in meticulously ranking and reviewing an extensive array of desserts.
Despite their ordinary appearance, viewers can’t help but feel a sense that something is amiss and delightfully unusual. Their eyes, fixed intently on the lens, exhibit a mesmerized quality, as if hypnotized by some unseen force, their expressions eerily similar to those of individuals forced to recite scripted lines from memory. When attempting to discern authenticity, one may initially perceive their passion as genuine, yet their eccentricities and affectations remain noticeably artificial. The rap songs are undoubtedly cringeworthy.
As the phenomenon of the “Costco boys” label has persisted beyond its initial viral surge, it has expanded to encompass not only the Befumo family but also several of their most regular creative partners. Among the most prominent figures is Christian Joseph, also known as (a.k.a.) a child influencer whose rise to fame began when his father started sharing videos of him on TikTok in 2020. Born with a reputation, he was dubbed the Rizzler by his father, an appellation rooted in the vernacular of the era, where “rizz” served as a colloquialism for effortless charm. With his influence, he has cemented the “rizz face” – a knowing, half-serious expression akin to the satirical pose popularized by the alt-right, often referred to as the “Gen Z Lip Sync Face.” A TikTok video featuring the Rizzler humorously pranking around while wearing an unflattering Black Panther costume ultimately prompted him to reach out to his father about a potential collaboration. Frequent visitors from various walks of life, some with tenuous ties to the Befumo family, converge on a gathering that also includes a TikTok sensation known for posting dance videos set to Jersey Club hits.
Since catapulting to online fame, the enigmatic Costco Guys have unwittingly become cultural ambassadors for the ever-polarizing MAGA movement. The proof is generally superficial. They dwell in Florida. Families frequently dedicate considerable hours browsing through sprawling big-box stores, deeply immersed in the quintessential suburban American retail experience. Their logo and merchandise prominently feature the American flag.
“EJ Dickson, senior culture writer at The Cut, notes that ‘there’s a notable amount of content with Republican undertones.'” The primary consideration is that these individuals belong to a specific demographic – white males – within a state where the majority of voters supported Trump. In contrast, the duo’s work featured prominent American flag imagery from the outset of their career. Really, when A.J. As he worked within the mortgage industry, he stood creating content before an American flag’s dignified presence.
Different examples are extra eyebrow-raising. The fan base surrounding this entity appears disproportionately comprised of white males, according to comments on their social media account, with numerous instances of the N-word appearing repeatedly in all capital letters across featured comments. is aware of about them.
Unlike Paul, the Befumo family has intentionally steered clear of politics in their rise to fame, opting for a more nuanced approach. In an , A.J. Stated that they’ve been approached by presidential candidates to collaborate, but that political content wasn’t within their expertise.
What connections did A.J. share with Dickson? The concert event, and Massive Justice, scheduled for July, does not necessarily imply that it is the sole reason for all their recognition.
“When asked about the appeal of a particular duo’s antics, Dickson notes that many people truly delight in watching them engage in playful and absurd activities together.” Many individuals mistakenly believe that their content’s charm lies in its very essence.
The essayist further contends that the Coen brothers’ films are more insidiously subversive than many online critics give them credit for, as their depictions of paternal affection and bonding over meals between a father and son can be seen as subtly challenging traditional gender norms and societal expectations. With a nod to the complexities of familial dynamics, she draws parallels between these individuals and notorious right-winger Andrew Tate, whose persona was forged in the crucible of his authoritarian father’s influence.
The truth that A.J. While monetizing his personal life alongside his household has garnered significant attention and critique. A of A.J. Massive Justice, sternly directed in a viral video from August, has faced criticism for being perceived as a stage parent. Notwithstanding, the image of fatherhood he presents is one of ardent affection and proactive involvement.
According to Dickson, “A.J.’s performance of masculinity is ironic because, despite his appearance and workout routine, he’s actually subverting traditional norms through his playful behavior in front of the camera and bonding time with his child.”
Despite the stereotypes, the Costco Guys do indeed exist alongside celebrities who resonate with straight, white, right-leaning male audiences. Several instances this year have demonstrated that public figures can no longer dictate who they’re attracted to, with the Conservative Party’s adoption of same-sex marriage and the overnight success of a pop star’s coming-out story serving as prime examples.
