Never Go Against the Family

About

Never Go Against the Family is a quote spoken by Khloe Kardashian and Kris Jenner in the first trailer for Hulu's The Kardashians. The audio clip was uploaded to TikTok in March 2022 and went viral in April in ironic lip dubs where users act powerful and defensive over others.

Origin

On March 14th, 2022, the Hulu YouTube^[1] channel uploaded a trailer for their new shoe The Kardashians, a followup series to Keeping Up With The Kardashians. In the scene, Khloe, Kris and the rest of the sisters are sitting in one of their “Momager” meetings. Kim talks on the phone, saying, "We have all the time and all of the resources to burn them all to the ground," referring to a moment where she wanted to sue Roblox for an allegedly user-created experience that references an unreleased sex tape of hers. The trailer then cuts to Khloe saying, "never go against the family," followed by Kris saying the same (shown below).

On March 14th, TikToker^[2] page @kardashianicon, a Kardashians fan page, posted the clip, gaining over 1.8 million views in two months (shown below).

Spread

The original sound for @kardashianicon's video went viral over the course of March and April 2022, inspiring over 8,400 videos by May 6th. On March 27th, TikToker^[3] @nickobrien1234 posted a video where he and a woman lip dub to the audio in a nice house wearing sunglasses and fashionable clothes, acting ironically powerful and poking fun at the serious tone of the dialogue, gaining over 780,000 views in just over a month (shown below, left). On April 18th, the official Duolingo account posted a video to TikTok^[4] using the audio, gaining over 2.8 million views in a month (shown below, right).

Various Examples

Search Interest

External References