Into the Costcoverse with AJ Befumo
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Imagine me on k is the city sized cross of a vehicle that's been completely revved for urban adventure. From the design and styling to the performance, all the way to features like the boast personal pass sound system. You can get closer to everything you love about city life in the all new, we imagined me some cakes. Learn more WWW dnes on U. S A dog coms lashed twenty twenty five dash cakes available feature both is a registered trademark of the boast corporation.

Over the past few months, a father son duo, notice the costco guys has become unescapable online.

Costco guys, of course, we go shopping or all eating a chicken bake work. Coco guys, of course, we have to try the new double chunk chock .

k their videos about how much they love the the chains. Double chunk chocolate cookies and chicken bigs have earned them over sixty two million likes on tiktok alone. They're also well known for rating .

food items with there are signature boom or doom scale.

The deal consists of A J bfm o and is sun big justice. But the costco guys extended world isn't just limited to those too. There is mama to big justice sister ashly.

Because in Angelo and a rotating cost of non family members, the risler, an adorable eight year old indian jersey who frequently collaborate with the costco guys, has become the undeniable break out star. I SAT down with A J to discuss his progressive history, the evolution of the costco guys, and how he's built an entire cinematic universe around his content. A J, welcome to power user.

Thank you.

right? I feel like most people know you as one of the costco guys. Tell me a little bit about your journey into content creation. Where did this costco guys originate from? And how did you get into this whole game?

Well, the costco guide thing, I really started out as a joke and big justice, and I just start to go to costco to kind of take some the pressure at the house of mona justice. So we were going to costco and we refund with IT, throw and suffer around just doing all movie things.

And then one day we said, right, let's do a video and let's have our onions guess if our ordinary costco is going be over or under, I think with three hundred fifty dollars that i'm pretty sure that's what I was. So we started the video. We're going to the costco guest of our orders can be over under three hundred fifty hours.

So we did our whole order. And you know, we got oranges. We ve got me. We've got third.

We had with you whenever I was that we got and the comments started to go away there. I was guessing over on their own that was our really in our second viral video. That was our second viral video. And there was just crazy getting that video made up to like five, six million views.

So then we followed up with another video where we did that old trend, where we said we're father and son, this ball games, your father and son, I work on my bed and my tries, and three times a week. And we then said, hey, going to costco. And let's say, we're costco guys. And about other crazy things, we do a costco. And that video just were mild.

There was this clip that went viral of you on twitter got to few weeks ago. That was actually an old clip. IT, was you in the grocery striking with your son? Big justice? And IT was such a peek into a different, different version of you guys was from years ago. So you've been in the content game for a while. Tell me about how you got into this whole industry.

It's just always been fun now that we're almost a gear into IT. Now I can if your eyes open up so you do say you have a good idea of what can be a viral video and what everyone's going to love. And IT was always just very funny or just recording for fun.

There was so much that we did. I mean, there's some crazy videos that people are pulling up. I mean, snow days where we opened up the window so into the bath tub and mother's day videos that we made for mom a justice.

So yeah, we've just like always been creating and know for a long time I move always for of us and then the whole cost of things took off. So i'm taking a lip of a different term. But we love that. I mean, big justice week up every morning with the microphone in a camera and with another idea, actually a moma justice were about to launched their channel. So it's just something we all do together and we love.

So give me a run down of the costco guys universe because they feel like maybe if people that have never heard of you before, like there are so many extended characters here, but could give .

me the core group, right? So IT starts off with big job. Is my eleven year old son, one of the costco guys, one of the cost foundlings of the whole thing, big justice.

And I only found in this whole thing together. Then, of course, we have actually, really, my daughter is fourteen. Mom, justice. And wow, I mean them for berry, the list goes on and on. And of course, we've got to start with the .

resolve course, of course, who is not your son? I think a lot of people think that he is your son online?

no. And it's awesome. Sorry, because what happy was have you seen the rizzo as video of the rye ler in the black panther costume?

Yes, I have.

Okay, so big justice comes to me. I guess it's about six months ago now and he's like tag. You got to see this is so we're watching this video. I like my George, like, this is a funny as kid i've never seen, and I had big job as we got to get you in the kid on the same screen. This is crazy. So I reach out the messenger to uppers of asa, another member of the Oscars, vers rizal's father, and I said, listen, this is asia, and we've got to get big justice in this guy on the same Green up, by the way, before, at this point, he was in the rye. Lu r, he was Christian Joseph.

oh my god.

So we got to get the risler and big jostle to get Christian and big just us on the same screen. So we get back down to talk IT. And he said, again, we love yourself, can way to do.

And here's my number. So we have a call on night. The call was great. We are both start strugling like wow and they did be just like wow.

It's Christian jose of this is also they live in new jersey says I don't think Green we're in being new jersey in june. Firstly, we're doing is we're mean up. We went to the american dream mall.

We did the toys are rusk lab. And I got to tell her, we've family ever since, I mean, we talk every day, we cried each other couple time, you know, every every few weeks were always doing something. We were at the mass where garden get together. We didn't be on netware television in a couple of weeks, so we are family now.

Love IT love IT. I want to talk about how you built this world. I know of a background in professional wrestling, and I feels there's a lot in the sort of costa guy is universe that feels almost restart to me.

Not that you guys have like rivals, but there's a lot of characters, right? And you all have your own brands. So tell me a little bit about your background and or what you're doing pre costa guys era free sort of internet female?

yes. So I was a professional relearn. And there is great story telling, a professional wrestler.

I learned a lot about the story telling. I learned a lot about what's captivating, professional, restful. And I really wish, you know, and the coast covers seemed to have to happen. I wish I had the comment because someone did name as the Cosmos. I wish I could never go back and find that commented, who was the first person to write the costa versus keeping growing and growing?

What is your relationship like with costco itself? Do you have any sort of formal partnership? What is their reaction to the coast covers?

They refer, says the costco guys. And we have a really great relationship with costco. So nothing positive, happy things here.

Costco, we're happy with you recording here. You know, as long as the the gm is okay with that at the store, you not order from anybody. And I was a couple rules ly have to follow. Other than that, I mean, couldn't ask her a Better relationship of costa. He absolutely loved costa.

Tell me about you. Do you mention that it's been a year which is so short ultimately, but IT seems like you really professionalized a lot of your content. You got, I think, like official podcast studio now that you it's really nice.

look. G, do you have a team of editors that you work with? How do you produce all this content? Because I think you do almost daily content.

oh, no doubt sometimes more than one time a day. And now we are starting up the afi among the justice channel. So right now on R T, we have a manager in five editors.

Wow, how are you paying for .

all of that? It's a it's you know if I if I open up a business, whatever was I would need employees and I would need support. And um there this is a very big Operation that we're running.

And we absolutely loved IT and we're just have a more, more fun everyday. So we love our team. And I always check IT in making sure everybody is happy, making sure that nobody's over word that they need to break IT. And and you we have plenty of coverage there. I'm very happy and very grateful for for all them do make .

most of your money through sort of sponsorships and partnerships? Or do you guys have merge? Are you doing anything else like what is your sort of monetization mix when you think about building that business? What areas do you rely on, on which areas would you like to grow.

So it's it's a real combination of partnerships with brains, combination of rewards program from the platforms. Camel has been a great partner to us. We're consistently in the top five or tending camo for there for a time.

We were the number one camo in the world in ow camo is we've to the camo building there just such a great park or so merge. We've kind of double then we haven't found our stride yet emerged. But again, the the partnerships, the the rewards of bonus programs from the platforms and cane of those are those are the big my habit. Who was of money making your content creation for us?

yeah. So as you mentioned, you know, a big justice. Your elegant son wakes up excited to film everyday. Seems like he's having a great time with the content.

But how do you think about boundaries and kind of maintaining those boundaries? I know he's in school also um and so do you have any sort of set filming schedule? There has been so many conversations lately about child influencers and child's content creators and sort of ethics around that. So how do you think about that?

There's a great baLance. We have a great baLance. Our families always together.

There's constant communication. When big justice needs time away, we take time away. So for instance, to growth up our streams.

So we do that on tuesday night. Now the stream is all big justice idea that same only in the charge of that. He love streaming, so he can't wait for that every week.

He's very active and based all, so he's currently playing on a little little team and preparing for the powers showcase home on darby. So the back and stuff is very much on me, very much the the uploading and the editing and the directing. And actually he's actually playing a really big role in that he really has taken to that part of the business. And big justice is focus a lot on creation and a lot of recording. So we found plenty of time to baLance at all and still let big justice do things that kids though.

And is he part of the business itself? Like I know you said you're handling on the back end, there's been a recent laws in different states. I don't think florida trying to date that content creators under the age of eighteen that are part of content with their parents, I have to receive a certain among of income, a certain amount money as to be put aside. I have you thought about any of that new year, only a year. And but have you thought about any of that?

Now we have all out under control. yeah. Have we have financial planning in place? We have accounting in place, we have all that under control? absolutely.

So before you got into content, I think you are also in the mortgage business, the real state world. Are you still in that? Or is as this become like a full time job for you?

This is beyond the full time. I get all the things we have to get to. So yeah, so I didn't have detail my mood farmers, i'm going to have to take a break right now and i'm really following something that I really love. And I got to to tell, we can get all the opportunities .

that have been presented to us.

What's the crazy st opportunity you to turn down? Will house. So there there are some crazy opportunities.

So how do you want a reality television show? We've been approached about a reality television show that's just not a real house. That's just not something that we want to do. There's been some some gambling sites that I ve ve reached out us. I just you know, not our real house. Then there's just been a couple of opportunities with some huge creators that the timing just didn't top together like we couldn't get there a certain time or we had a partnership in another time. But we're still very much in conversations with them, and hopefully, we can make that happen very soon.

There's been a bunch of partnerships lately between political candidates and influences. You mention the milk boys earlier. Trump est partner with them commonly, Harris has her whole creators for commoner program. Would you do do any sort of content with either of the political candidates? Have any of those .

campaigns proved to you? Yes, they have. I would be happy to bring them into our world, come on down and have some doble, control the cookies and let's through a dance. The political heart of IT is just not in our wheel house, but they would ever want to discuss family with us, discuss company as well as yet something that were open to.

And you said they've reached out.

they've reached out. We responded with what we were willing to do, and we have .

her back. What other are kind of creators? Would you love to part of work? There are any sibly dream person that you're dying to work with that you haven't had the chance to connect with.

But of course, mister bees is always on the top of the this there have been some conversations, so i'll see if if that could ever happen.

Fell lunched at costco.

I don't know. I think feedings are common. I don't know, once is going to be in there. I know the friend is there, and I, from what I understand, peaceably IT maybe there or on the way. So that's a real possibility.

Anyone else?

Jack, I love to me. Jack, on that.

Okay, interesting. yeah. I mean, sports icon.

oh yeah. Well, so many .

contactors that I ve spoken to said that you are their dream collab. I feel like a lot of pipe right now. So I guess how do you bet your partnerships? Because IT seems like everybody wants to partner with you. How do you decide who to collaborate with them, who to let into your world?

It's born. The people that we're going to make a good collaboration with more than we're going to make a good view. So I would rather make a really good quality and fun and heart warming and happy video with a content creator that has a million followers rather than someone has got ten million followers.

And we're just on different pages. We're we're just in different wheel houses. So I really when I make that decision, I kind of look at the content. I looked very closely and I say, wow, how awesome would this be for us to be on the same screen? That's what i'm really looking for, really looking for like what content creators is going to kind of look like a family dinner, which just going be having a greatest sign.

Talk me about your platform strategy because I feel like you guys move up. Correct me if i'm wrong primarily .

on tiktok to .

talk now tiktok, you is probably going to be banned. How are you planning for that? And how are you thinking about sort of what content or what platforms you invest most heavily and what's on your radar?

We are all in on tiktok. We actually really love tiktok. We blew up on tiktok. And we are very, very grateful for tiktok. That for our audience is, and our strategy always was, if you take two rabbit teaching on. So we wanted to go all in on building our tiktok.

And then once we did build a tiktok over to a million, then at that point, we started IT to branch out to youtube, branch out on the instagram x and IT was very well received when we did get there because there was very much as if those that are native to those platforms at watching those platforms came and said, great, now we're here. And now the costco guys are here. Now eight and big justice are what we've waiting for.

A so I very much believe in that strategy. If I was ever advising someone that just getting started, I don't believe in trying to be ever where all at once. I would say pick your platform, win on that platform and then reach out to the other platforms.

IT seems like you're diverse sized enough now that if tiktok does go away in a couple months, it's not a significantly .

effect to would make an in fact, they would make an impact. T by, yes, we are. We are growing everywhere.

Time to me about the dynamics of fame and how it's changed. I mean, I feel like you went from a pretty not super well knowed person, you know, average guy, to this celebrity, this internet celebrity, overnight, almost a minute, happened very quickly. The matter of minds, how is that affected your lives, and especially like your family?

When I was in professional, restating my trainer, my mentor k in the restroom business, and my sharp is no longer with, he was, they have super sharp, and he always told us those that make IT just become more of what they are. And, you know, there are some restore that I came up with that I really like them anymore after they need IT.

My point to all this is, right now, I have never been so grateful and so thankful my favor comment to ever read is we made the right people famous. That is just so hard warming. That means so much for me.

And when I look at the chance that I get to, not that I have to, the chance that I get, I get to stop and take pictures with people. I get to stop and take videos with people. And big, just, this is right there by my side.

I mean, we are so grateful for that. And the fact that we can make people happy when people counters where they're fall with a big smile and say, I care, way to see your videos every day. If they make us so happy because we get a picture of us, there's just no greater feeling in the world.

Have you experience, ed, any of the downsides to fame though? I mean, being in the spotlight, you're also under insane scrutiny. People say really vicious, hateful stuff. How is that affected you? Or big justice, or ashly.

So I want to write something like that about somebody. So if I saw something that, you know, whatever I was in a fan I didn't like, okay, great. That's how someone wants to express themselves, that that what makes them happy. Let me, let me move on.

I think some of them was going is going to take the time to write something like that and right for us to go away or write something crazy about an eleven year old bowyer or a four teen year old girl. That's reflection on in that's not a reflection enough. We are very confident who we are that we are a very, very happy family.

That's very happiness. If you look at our comments, tailor, we have thousands of comments. There's a few that of that nonsense.

There's another hundreds and thousands of happiness. Anything my attention going to go? yeah.

So i'm going to look at that comment. Yeah right, right. This this is this guy i'm making a happy home bar.

That's hard though. I mean, I feel like that's hard for I guess it's not hard for you, I agree. But I mean, what about for Ashley and big justice? Like, do they ever get read the comments .

or do stay? They are happy. They're perfect, and they love what we're .

doing each and every day. That's amazing. Well, you got to lead, lead a class. Teach him more kids how to that city.

And I think it's amazing. I lessons dv, and I had, I had the absolute partner to meet gary v. About another goal.

And I did forget that a moment ago you said, who would we want to collaborate more than anyone that was guarding vy? Because I just want, it's going there. And even if I got ta MIT IT with gary V, I just want to say thank you.

I want to say thank you for letting me out, not give you you know what and to go out there and be myself and friend happiness. So once again, thank you, gary. We bring .

up you know, with attention to comes controversy. You guys are sort of known to be the least controversial creator is like you've managed to somehow get really famous without getting involved in any sort of scandal. How did have you managed to navigate that? Because I feel like no matter what you do online, there is gna be a bad faith reading and manufactured controversy that just comes with fame. so. How have you successful ly navigated?

That is just not a thing we just don't pay attention to. We just don't buy into what I mean, I guess a couple months ago, there was the video that came out where I was directing in costco and tell, oh, this is your lying, this is my, this is jay's line and you know, people, we're making the add to be a monster and then though the people were jump in in, like when he talked about, he said, that's your line.

That's your line that you don't get alternator raises, voice or anything. I mean, tell you, look, I know who I am. It's like I can control.

Other people are going to think, but listen, I know who I am. I know i'm happy. I know I stand on my business. I know I take care of my kids, my families happy we live a great life, and that's where I am.

Support for the show is brought to by me on kix. It's never too late to try new things, and it's never too late to reinvent yourself. Be all new.

Imagine on k is the city sized cross of a vehicle that's been completely revved for urban adventure, from the design and styling to the performance, all the way to features like the boast personal pass sound system. You can get closer to everything you love about city life in the all new we imagined. Learn more WWW di on U. S. A dog comms lashed twenty twenty five dash cakes available feature both is a registered trademark of the boast corporation.

We're ordering one of everything at the costco foot and we're gonna give you a pool or a do let's .

go tell me about the boom meter.

How do you come out that we go OK?

That's a little .

bit but chAllenge right now because we do hear a lot about you guys will give everything a boom. Well.

we do give out a lot of boom.

We do. But I know some people, some may saying that we're food critics. The big career n bar's fort san outset on with critics.

To me, it's more about the spit. It's more about the happiness. So listen, you know, food might take feather.

If you're in a place with good living and happiness and good music and smiles, then what is somewhere where it's stark and unhappy? So you know, the boom meter is very much a combination. Know how good the food time.

So i'm looking for the good in everything, I mean, you know could be a matter perception. I'm looking for what's good in there. So we brought out the bom needs so that we weren't just limited to boom doom so that you know something was so i'm it's getting five big bombo s and if something is somewhere the middle, get three bombs.

I noticed on your videos, you, especially when you collaborate with people to everybody, has their own little logo like their own pending. How would do you come up with that? And how do you think about branding? Because I feel like you guys are so good at part of the cultivating their specific personal brands.

Yeah, it's a gift. It's a gift. Then, you know, I look at someone and I see all good in them, and I see what they brain. And, you know, I just say, this is what their logo should look like.

Yeah, I feel like you really developed a lot of socialized content to where you have these formats. I mean, I think you're developing what people call IP, for sure, around kind of these different things like the boom meter or you like your shoes. Would you ever expand off of social media? You have so many content creators now building out IP into streaming deals, other types steps. So I guess is that something that you eventually pursue?

Yeah yes. So we are going our dream right now. And if we're going to put the work into that and you were the goes were having a lot of fun with that, I would look into a talk to al format like like a late night picture form.

I think I would like something you know like a death, like like a jme family. And Jimmy o cyc or I also like a game show. Um I think a game show will be found at the first. Her father and son host ly game show. I think that would be a lot of fun.

I love that. How do you see your relationship evolving? I feel like, okay, the justice is eleven.

So that is before the teenage ears, which are totally ously difficult for parents to navigate, and also where, you know, kids generally rebel and sort of want to go against everything that they loved, like growing up. How do you plan to navigate that? And especially when you think about that .

of the brands that you built. Well, I believe in a lot of logs. I believe in confidence, given our kids confidence. I also believe in powering our kids. So big justice has a lot of room to grow.

And I think that a lot of that chAllenge, as you're saying, when kids are growing up and are being rebellious, I think because there is a lot of head button going on between the kids and the parents, big justice has a lot of room to grow. Big justice is a big part of deciding the direction of the channel. And we've had big justice out on sets with other creators who had teens and had strips and cameras and microphones at everything.

And this we are going doing. I've watched the big justice sit there and say, no, don't know, that doesn't make sense. Let's put put the chicken bag here.

Let's put the camera there. And like everybody, is john dropping? So I do think that, you know, big justice has that empowerment and has that controlled that. I think there's going to really Carry our relationship through many.

many years of the times I did. I have written in about so many family channels over the years, though. And sometimes, like especially when kids go to teenage years and they have a lot of fame or they're making a lot of money like IT can affect the dynamics of a family. Do you notice any of that happening? Or do you have any sort of plans to not like on how to do that?

I think it's always going to happen. I don't think thing has any difference at all with that. I mean, I have friends here at the local little league who know we were in t ball there were glad, which was great, and now they grow IT up and doesn't play the place the was in the plan. So that family that is not fair, that is and I good father I to n to our ds, you know whether we're famous or not, there's going to chAllenges that we have to work .

together and overcome what you guys see, nex? And what can people look out for in terms of your content, what you've got plant?

And we really had our stride with music. So we have a lot.

The song is so good.

I like the song.

I'm going to h my god. D I have to put my spotify, but literally, I listen to IT on. Ironically, we bring the boom.

we bring the boom, still bring in IT was just released about a week ago.

and you've got some relax too, right?

We have the way in the xing everywhere. We are going to have two page partnership deals out very soon that are remixed of webre, the boom from very large brands. On our goal here, tailer, was look over the next year, we don't want to just push out twelve ones have twelve songs.

We want to make well, binders, so don't want thirty six souls. We want twelve like bangers that everyone's going to remember and you know are going to start dank trends and are going to make people happy. So music is definitely, and I have. And where we're done, the stream, we're going to see where the stream goes. Aw, of course, on restful for aw, that that was right around the corner.

All the find the people more about wrestling. Are you still engaged in that world?

I am, I am. I am back. So I was a professional restaurant for about ten years. And then an opportunity came up for us to appear backstage at A W all wrestling at there, a all out in chicago. So we were backstage, and we did some content backstage, and the response was overwhelmed. Once a gj step in back in the ring, we have things worked out of A W I am signed to a one match contract, and I put out my what is going to take so there are is an A W gasser Q T martial.

T martial had a problem that back in the ring and he said he wants to take on big 6 maja one on ln and hiking back to Q T martial ised I on november twenty third at aw next sprewell a full gear up at the financial center in new jersey where I was born a race， you step in learning with me and your chAllenge is accepted. So I hadn't heard anything yet. So tale, but I might be come in an A W okay.

wait. I am so happy to hear you say here from new jersey because I think you guys that somebody posted a tweet a while ago, but you have the most new york trate area energy ever, I think of any content creators. But you live in florida.

correct? We did. In twenty twenty one, we made a trip to boker his own floor to visit a friend in a business partner.

And the kids said, this is where we want to live. We actually love in here. So we came back into jersey.

I was in may, listed the house we saw the house we were lived in in Flora by july. That was to like twenty, twenty once. So we've been there .

over three years now. Wow, do you miss the Tracy?

You must go back a lot. I, me, nothing like the risler. yeah. I two homes really look, have two mes, I mean, we are all over.

Have you always been this much of like an earnest person? I feel like part of what makes your content pop is the sort of, I don't want to say like lack of self await is but like lack of, like you're so positive and so like you keep IT so consistent. Do you ever have moments where you get down or like how if you always have this energy and we never do? No, what if you crack one day?

I think I can. It's mindset. You live your life from here out, you do not live your life from here in.

If you live your life from out here in, you're gonna crack. If you live your your life from in here, what's in your heart? If you live your life from here out, you will not track feel.

I could see you doing motivational speeches, perhaps that be real.

be very, very real. And I ouldn't really make IT so a fifth grader could understand, because I do think that that is a chAllenge in the motivational field right now, is a lot of IT is talk to understand. But if I ever did do that, I would love to do IT.

I'll be very, very real. While we're touching on this, I do want to talk on my four pillars, my four killers of success and happiness. Oh, let's if if I ever am breaking down, if there ever is something that is that being successful.

So if there's something that's not working my life, I go back to my four pillars and I look at which one i'm not doing. And I know. So as I fix everything together, what are number one two or number one zero? Again, zero.

Negative thoughts. Negative thoughts do not serve us. If the negative talks and you're get IT out, get IT out, shut the doors.

Do not let IT backing negative talks, do not along in our minds. Number two, eliminate mistakes to maximize time. Time is our most valuable resource. We're never this time, we think we're never get getting that. I'm very happy that this was very protective for both us.

A limiting mistakes to maximize on whether it's in business, whether it's in relationships, get that nowick, get that garbage out of your lies, and use your time wisely. Number three, take massive action. okay? So you want to make IT on tiktok.

You want to make IT on youtube, whatever is you want to make IT in, do not let the world hold you back. Take that massive actually watch the scene from rocky, you know what your words go up and get number four, replaced expectation with appreciation. Don't expect a million people to watch your video, but appreciated to the end of the.

World when they do. And there you go. Those are my four pillars of success and happiness. And if ever sting's not going right, I look at that, I see which one i'm not doing right, and I fix IT.

amazing. I feel like this is the beginnings of a, of a great book, perhaps a self help folker something there .

a lot we can do. You never know.

I A A, well, thank you so much for joining tories. Or this was such a treat.

This was big.

Wa, how many boom that this interview get on the boom meter?

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The show you can watch full episodes. Power users are on my youtube channel at hilo of the rands. Power user is produced by travel's archie and jane Carter. Our executive producer is jack mac.

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