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

The recent murder of livestreamer César Gastélum in Mexico's Sinaloa state, captured live on camera, has ignited concerns regarding potential connections between online content creators and criminal cartels in the region, which is plagued by violence.

While Gastélum was livestreaming outside a Culiacán fast-food restaurant with two friends, two men on a motorbike approached him. The driver then shot Gastélum in the head at close range before fleeing.

The Sinaloa state prosecutor's office offered limited details but confirmed that their investigation includes Gastélum's social media posts, "some of which refer to a criminal group."

Gastélum is not the first influencer to be killed in Sinaloa. Since a violent conflict erupted between two rival factions of the Sinaloa cartel two years ago, at least ten content creators have been murdered in the state.

Authorities stated that Gastélum had not received any threats from criminal groups, nor was he under police investigation for alleged criminal ties, unlike some previously targeted influencers. However, Claudia Arruñada, a communications expert at Mexico's Iberoamerican University, suggests that the worlds of social media and the criminal underworld can become dangerously intertwined.

Arruñada explained, "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." She added, "The model for success is no longer based on methodically working on your career, but rather on having a meteoric rise."

Arruñada argues that some influencers have promoted "narcoculture" by showcasing lavish lifestyles and linking this wealth to the exploits of drug traffickers. Gastélum frequently shared images of himself with expensive cars, enjoying nightlife, and on luxury trips, alongside comedy clips and challenges. One photo he posted showed him at the grave of Leobardo Aispuro, an influencer known as "El Gordo Peruci," who was murdered in 2024.

Content creators like Gastélum vehemently reject the label "narco-influencers," asserting that simply being a young public figure displaying a luxurious lifestyle can make one a target in Culiacán.

Some studies indicate that cartels, operating similarly to multinational corporations, utilize content creators as "community managers" to promote their "brand." When rival factions clash, those perceived as spreading propaganda for one group can quickly become targets for their enemies.

This appeared to be the case in January 2025, when leaflets were dropped from an aircraft over Culiacán. These pamphlets accused 25 influencers and musicians of having ties to "La Mayiza," a Sinaloa cartel faction engaged in a deadly conflict with "Los Chapitos." Four of those named were already deceased and marked as "eliminated" on the leaflet. Two more have been murdered since.

Gastélum's name was not on that list, but his killing is seen as the latest in a trend of influencers being targeted.

Mexican President Claudia Sheinbaum stated on Wednesday that local and national authorities would pursue those responsible for Gastélum's murder and those who ordered it. Her government is actively working to sever the link between popular culture and the criminal underworld, condemning "narcocorridos" (songs glorifying criminals) and directly confronting crime.

Official figures suggest a 48% decrease in murders in 2025. Nevertheless, killings like Gastélum's, witnessed by his online followers, reinforce the perception that drug cartels continue to wield power and inflict death, not only on the streets of Culiacán but also across digital platforms.