Scamfluencers Episode 161: "Do You Even Grift, Bro?"

Release Date: June 2, 2025
Hosts: Scaachi Koul and Sarah Hagi

Introduction: Revisiting a Notorious Scamfluencer

In this encore episode, hosts Scaachi Koul and Sarah Hagi delve back into one of "Scamfluencers" season's most captivating stories—the rise and fall of Brian Johnson, better known as the Liver King. Initially introduced through his controversial lifestyle and extreme diet, Brian's story is a cautionary tale of deceit, manipulation, and the dark side of influencer culture.

Brian Johnson’s Transformation: From Bullied Kid to Fitness Icon

Background and Early Struggles
Brian Johnson's journey begins in 1987, highlighting his traumatic childhood in San Antonio, Texas. A bullied, scrawny boy with little self-esteem, Brian's turning point comes during middle school when a humiliating fight ignites his determination to transform himself.

Brian Johnson (08:16): "I was totally embarrassed, I was humiliated by the kid that I had become."

Commitment to Physical Transformation
Driven by his desire to never be vulnerable again, Brian immerses himself in weightlifting, dramatically changing his physique by age 15. This newfound strength propels him into adulthood, leading to a successful career in the pharmaceutical industry and a stable family life.

Creation of the Liver King Persona: Building the Brand

Adoption of Ancestral Living
Faced with his children's severe allergies, Brian adopts an extreme ancestral diet, eliminating all processed foods in favor of raw organ meats, bone broth, and intense physical regimens. Claiming these changes cured his family's ailments, he begins to promote this "ancestral" lifestyle online.

Brian Johnson (11:25): "This is what an evolutionary hunter fucking does."

Establishment of Supplement Business
In 2015, Brian launches "Ancestral Supplements" on Amazon, capitalizing on the burgeoning market for organ meat supplements. His dedication and early success afford him a lavish lifestyle, including an 8,000 square foot mansion and premium amenities.

Rebranding as the Liver King
Seeking greater fame, Brian rebrands himself as the Liver King, crafting a persona that emphasizes primal living. His content—ranging from consuming raw meat to performing extreme workouts—quickly gains traction, amassing millions of followers across social media platforms.

Brian Johnson (21:42): "If you want to be a top king, if you want unlimited access to cars, money, and if you want to find your queen, then you have to fuel your efforts with ancestral supplements."

Rise to Fame and Growing Scrutiny

Media Appearances and Influencer Partnerships
Liver King's popularity soars as he appears on prominent podcasts and collaborates with other influencers. His message resonates with many men facing body image issues, positioning him as a beacon of strength and resilience.

Emerging Doubts and Accusations
Despite his growing influence, doubts about Liver King's authenticity begin to surface. Influencers like Vigorous Steve and YouTuber Derek (More Plates, More Dates) start questioning the legitimacy of his claims, particularly rumors surrounding steroid use.

Vigorous Steve (26:16): "I don't touch this stuff. Isn't it just fucked up that a muscular, lean man has to justify his level of fitness?"

Exposing the Lie
Derek's investigative exposé, bolstered by leaked emails from a former bodybuilding coach, accuses Liver King of fabricating his natural lifestyle. These revelations suggest that Brian's muscular appearance is significantly aided by performance-enhancing drugs (PEDs), directly contradicting his ancestral living narrative.

Derek (40:31): "This set of redacted emails shows what appears to be Liver King corresponding with a bodybuilding coach."

The Scandal and Its Aftermath

Public Confession and Fallout
In response to mounting evidence and public scrutiny, Liver King makes a startling confession on YouTube, admitting to steroid use. However, rather than diminishing his influence, the revelation paradoxically amplifies his notoriety, keeping him in the spotlight as he shifts his narrative to embrace his fallibility.

Brian Johnson (42:50): "Yes, I've done steroids and yes, I'm on steroids."

Legal Challenges and Continued Controversy
Despite the confession, Liver King faces legal challenges, including a $25 million class-action lawsuit alleging false advertising and harm caused by his extreme diet. Although the lawsuit is withdrawn, skepticism remains among critics who continue to question his integrity and the safety of his promoted lifestyle.

Sachi Kol (44:13): "That is not surprising. I don't think you can go from eating anything in the way of what a normal diet would be and then start eating raw liver and expect to not feel terrible."

Lessons Learned: The Real Scam Behind the Facade

Psychological Manipulation and Insecurity
Hosts highlight how Liver King's ascent was fueled by deep-seated insecurities and a strategic exploitation of male vulnerability. By presenting an unattainable standard of masculinity, he enticed followers to invest not just financially but emotionally in his deceptive narrative.

Sarah Hagi (45:43): "I feel like he was really able to get into this influencer sphere of, like, look like me. You won't have these problems anymore and never actually have to deal with the reality of your own life."

The Perils of Influencer Culture
The episode underscores the dangers of blindly following online personas, emphasizing the importance of critical thinking and skepticism in the digital age. Liver King's story serves as a warning of how influencers can manipulate ideals of success and health for personal gain.

Conclusion: Unmasking the True Cost of Deception

"Do You Even Grift, Bro?" provides a comprehensive look into the mechanics of modern influencer scams, using Liver King as a prime example of how manipulation, authenticity façades, and psychological exploitation intertwine to deceive millions. The episode challenges listeners to question the narratives presented by social media icons and to seek truth beyond the curated images.

Notable Quotes:

• Brian Johnson (08:16): "I was totally embarrassed, I was humiliated by the kid that I had become."
• Brian Johnson (21:42): "If you want to be a top king, if you want unlimited access to cars, money, and if you want to find your queen, then you have to fuel your efforts with ancestral supplements."
• Vigorous Steve (26:16): "I don't touch this stuff. Isn't it just fucked up that a muscular, lean man has to justify his level of fitness?"
• Brian Johnson (42:50): "Yes, I've done steroids and yes, I'm on steroids."
• Sachi Kol (44:13): "That is not surprising. I don't think you can go from eating anything in the way of what a normal diet would be and then start eating raw liver and expect to not feel terrible."
• Sarah Hagi (45:43): "I feel like he was really able to get into this influencer sphere of, like, look like me. You won't have these problems anymore and never actually have to deal with the reality of your own life."

Credits:

• Written by: Colleen Scriven, additional writing by Scaachi Kol and Sarah Hagi
• Production Team: Jen Swan, John Reed, Charlotte Miller, Lexi Pirie, Sarah Enny, Eric Thurm, Alison Weintraub, James Morgan, Gabrielle Jolle, Adrian Tapia, and Scott Velasquez for Frison Sync.
• Executive Producers: Jeanine Cornello, Stephanie Jens, Jenny Lauer Beckman, and Marshall Louie.

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