Brainrot. Chances are you know this term if you’ve spent any amount of time on the internet, irrespective of the platform. Originally used in an ironic sense, the term has become a commonplace. Eventually, it evolved into a blanket term for the doom-scrolling we do that provides little to no brain stimulation. It even won Oxford Dictionary’s Word Of The Year.

Generally associated with Gen Alpha, brainrot has been used to describe many different types of media, most infamously being associated with the animated abomination known as “Skibidi Toilet.” However, while brainrot has remained isolated within the internet, it appears to be extending its reach as of late. The recent appearance of social media stars Big Justice, AJ, and the Rizzler, three pioneers of the brain rot genre, on Late Night with Jimmy Fallon surprised many, leaving its older audience confused about what they were watching and other viewers wondering how it had come to pass. The latter group included me. So, how did we get here, and what are the implications for our society now that brainrot has hit the mainstream?

Rising to fame in early 2024, Big Justice and AJ are social media personalities best known for their “Costco Guys” video. Garnering over 40 million views from that video alone, their account quickly embraced their new personas, making Costco content a staple of their work. While most critics expected this duo to slowly fade into obscurity as many have before, they surprisingly retained their relevance, becoming immensely popular on social media. Eventually, they joined forces with the Rizzler, another content creator, and the trio began collaborating regularly, eventually becoming inseparable in the online sphere.

Since the creation of the trio, they’ve released music, made videos, and sold merch together. Their content falls pretty heavily into the brainrot category, with Gen Alpha humor and vocabulary being religiously integral to their videos. Their appearance on Fallon’s Late Night program was a large step into mass media that hasn’t really been seen before with internet personalities like them.

Another late night host, Stephen Colbert, aired a video called “Skibidi Biden” on his show earlier this year. While the audience clowned on its cringeworthy nature, the event reinforced the fact that, little by little, this type of humor has begun to be normalized.

Unfortunately, it seems likely that this trend will only become more common as time goes on. As the latest generation continues to age, they will bring with them their sense of humor which will further permeate the entertainment industry.

It’s likely that the appearance of AJ, Big Justice, and the Rizzler on national television will act as the catalyst for a new era of brainrot-centric content reaching the limelight. As mass media changes to cater to a new audience, we will continue to see this expansion until its inevitable normalization in popular culture. Until then, we’ll have to wait and see how the world reacts to this new wave of comedy.