Livestreamer's murder raises questions over relations between Mexico's creators and cartels

"The [social media] algorithm and the narcos promote the same thing: consumption and luxury as ultimate values, to be achieved in the quickest way possible.""The model for success is no longer based on methodically working on your career, but rather on having a meteoric rise," she adds.Arruñada argues that in some cases influencers have promoted narcoculture, by showing luxurious lifestyles to their followers and linking these riches to the exploits of narcos.Gastélum often shared pictures of himself posing with expensive cars, enjoying the nightlife and going on luxury trips, as well as comedy clips and challenges. In one photo he posted, he could be seen at the grave of Leobardo Aispuro, better known as "El Gordo Peruci", an influencer who was murdered in 2024. content creators like him have vehemently rejected being labelled as "narco-influencers", arguing that the sheer fact of being a young public figure showing off a luxury lifestyle can make you a target in Culiacán.Some studies suggest that the cartels - which function very much like multinational companies with various business interests - do use content creators as community managers, to promote their "brand".When rival factions turn on each other, those seen as spreading propaganda for one group can quickly become targets for its sworn enemies.