The “Can it Kirkland” guys are TikTok’s favorite friend group. Over the past year, the members of the band Never Ending Fall have gained TikTok fame for comparing name brand alcohol brands to the Costco (Kirkland) equivalents. What’s so appealing about their series is often not whether the drinks are indistinguishable or not, but rather how much fun the friends clearly have making their videos—making them feel like friends to viewers, too. The success of their series has ultimately translated into more attention for their music as well—and as YPulse data shows TikTok is a primary source Gen Z use to find new music, this is clearly a sign for other musicians and labels to take advantage of casual content, too. (Mashable)
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