The internet is a vast landscape populated with countless memes, but some resonate so deeply that they become cultural touchstones. “How Do You Do, Fellow Kids?” is undoubtedly one of these enduring memes. This phrase, coupled with the image of a conspicuously out-of-place Steve Buscemi attempting to blend in with teenagers, perfectly encapsulates the cringeworthy phenomenon of adults or corporations trying too hard to connect with youth culture. But where did this iconic meme originate, and why does it continue to be so relevant?
The Origin Story: 30 Rock’s Hilarious Parody
The “How Do You Do, Fellow Kids?” meme was born from a scene in the sitcom 30 Rock. In the episode “The Tuxedo Begins,” which aired on February 16, 2012, Steve Buscemi guest-starred as Lenny Wosniak, a quirky private investigator hired as a strike-breaker. In a flashback sequence, Wosniak recounts his past undercover work, attempting to illustrate his supposed skill at blending in.
The scene brilliantly parodies the popular undercover cop trope, specifically referencing shows like 21 Jump Street. Buscemi, then 55 years old, is dressed in a stereotypical “youthful” ensemble that screams inauthenticity. His outfit includes a backwards baseball cap, a skateboard slung over his shoulder, and a t-shirt emblazoned with “Music Band” in the style of the iconic AC/DC logo. Approaching a group of actual high school students, Buscemi delivers the now-legendary line: “How do you do, fellow kids?” His visibly aged appearance and try-hard attire make his attempt at youthful slang utterly unconvincing and hilariously awkward. This moment perfectly captured the essence of forced relatability and became instant comedy gold.
The Meme Spreads Like Wildfire
Even though 30 Rock was already a critically acclaimed show with a dedicated fanbase, this particular scene resonated far beyond its initial audience. As 30 Rock approached its final season, highlight reels and “best of” lists began circulating online, and the “How Do You Do, Fellow Kids?” scene was consistently featured. This increased visibility in the spring of 2012 helped the screen capture with subtitles to gain traction as a reaction image across the internet.
The meme quickly found a home on platforms like 4chan, where users frequently employed it to mock posts or comments that seemed forced or out of touch. On Tumblr, the GIF version of the scene became particularly popular, with numerous blogs even adopting the phrase as their title. Imgur also saw significant traffic for both the image and GIF formats, racking up hundreds of thousands of views.
Beyond reaction images, the meme’s popularity spilled over into merchandise. The “Music Band” t-shirt worn by Buscemi in the scene became a sought-after item, sold on websites like RedBubble and Skreened, further cementing the meme’s place in internet culture.
The Birth of r/FellowKids and Meme’s Enduring Relevance
In August 2014, the meme’s impact was solidified with the creation of the subreddit r/FellowKids by Redditors three_am, dillonfbecker, and Urplescurple. This subreddit became a dedicated space for users to share real-world examples of individuals, brands, and corporations attempting to appeal to younger demographics in ways that are perceived as inauthentic, cringey, or simply missing the mark. Common examples include the overuse of internet slang, emojis, or outdated trends in marketing and advertising. The subreddit quickly gained popularity, amassing over 194,000 subscribers within three years, demonstrating the meme’s continued relevance in identifying and satirizing these types of marketing blunders.
Even major brands weren’t immune to being targets of the “Fellow Kids” meme. In May 2016, a Bagel Bites Facebook post featuring an elderly man dressed as Steve Buscemi in the iconic scene went viral on r/FellowKids. The self-aware caption, “God, this is really meta… and I like it,” didn’t shield it from becoming a prime example of the very phenomenon it referenced. The post garnered significant attention, highlighting the meme’s power to critique even self-aware marketing attempts.
From Parody to Parodied: The Meme’s Meta-Evolution
By 2017, the “How Do You Do, Fellow Kids?” meme had become so pervasive that it began to be analyzed and even critiqued in itself. An article published by The Verge in June 2017 argued that the meme had ironically become the very thing it initially mocked – a potentially overused and somewhat cliché reaction. The author, Kaitlyn Tiffany, pointed out that the meme’s popularity had exploded beyond its original context, becoming almost detached from its 30 Rock origins.
Despite this meta-critique, the “How Do You Do, Fellow Kids?” meme continues to endure. Its longevity speaks to its sharp observation about the often-awkward attempts by those in positions of authority or influence to connect with younger generations. It serves as a humorous reminder of the importance of authenticity and the pitfalls of trying too hard to be “cool.” Whether used as a reaction image, a subreddit name, or simply a phrase in conversation, “How Do You Do, Fellow Kids?” remains a timeless piece of internet vernacular, perfectly capturing a universally recognizable form of social awkwardness.
References
[1] Wikipedia – Season 4 (30 Rock): https://en.wikipedia.org/wiki/Season4(30_Rock)
[2] Reddit – In honor of tonight’s last-ever new episode of ’30 Rock’… what is your favorite scene/quote from the show?: https://www.reddit.com/r/television/comments/17msj4/in_honor_of_tonights_lastever_new_episode_of_30/
[3] Reddit – /r/fellowkids: /r/FellowKids
[4] Archive.moe – Search: How Do You Do Fellow Kids: https://archive.moe/v/search/text/%22how%20do%20you%20do%20fellow%20kids%22/
[5] Tumblr – Search: how do you do fellow kids: https://www.tumblr.com/search/%22how+do+you+do+fellow+kids%22
[6] Imgur – Search: how do you do fellow kids: https://imgur.com/gallery/EMYoR
[7] Skreened – Music Band (unavailable): http://skreened.com/30rock/music-band
[8] Reddit – /r/FellowKids Moderators: /r/FellowKids/about/moderators
[9] We Know Memes (via Wayback Machine) – How Do You Do, Fellow Kids?: https://web.archive.org/web/20160426210829/https://weknowmemes.com/2012/10/how-do-you-do-fellow-kids/
[10] Reddit – God, this is really meta… and I like it.: https://www.reddit.com/r/FellowKids/comments/4l5lot/god_this_is_really_meta_and_i_like_it/
[11] The Verge – ‘How do you do, fellow kids’ has become the ‘how do you do, fellow kids’ of memes: https://www.theverge.com/2017/7/13/15966094/30-rock-buscemi-how-do-you-do-fellow-kids-meme-kill-it-please
