In a chilling clip captured by followers, Serbian‑born influencer César Gastélum was shot as he livestreamed outside a fast‑food restaurant in Culiacán, the heart of Sinaloa’s cartel wars. The swift death was filmed in real time on his camera for thousands of viewers. His last broadcast ended with a gunfire before the shot killed him and the caller‑in‑scene motorbike’s rider fled the scene.
Sinaloa’s law‑enforcement officials have disclosed that investigation into Gastélum’s death included several social‑media posts recommending criminal groups. The prosecutor’s office is probing whether the man’s online content linked him to cartel factions, though Gastélum publicly denied any criminal ties.
This is not an isolated case. At least ten content creators have been murdered in Sinaloa since a two‑year war erupted between rival factions of the criminal cartel that controls the region. For many influencers, a shiny lifestyle on camera has become a double‑edged sword that might attract cartel attention or make them a target for rival groups.
The communications professor at Iberoamerican University, Claudia Arruñada, argues that “the social‑media algorithm and the narcos promote the same recipes: consumption followed by a glittering, effortless rise.” She suggests that influencers are, intentionally or not, giving the cartel a brand with global reach.
Gastélum’s feeds often showcased expensive cars, nightlife, and exotic travel. In one snapshot he respected the gravesite of Leobardo Aispuro — nicknamed “El Gordo Peruci,” a fellow influencer killed in 2024. Their stories echo a shared fate as they become marks in the blood‑stained turf of Culiacán.
Cartels, similar to multinational corporations with diverse interests, reportedly use content creators as community managers to broadcast their “brand” in a modern age, often through influencer‑driven social media. When rival factions start a war, influencers perceived as endorsing one side can become instant targets for the enemy.
In recent pressure, the Sinaloa state police have garnered additional resources to suppress violence. President Claudia Sheinbaum announced authorities would pursue both the execution team and the command chain behind the murder. She reiterated her effort to sever the link between popular culture and the criminal underground and to confront the rising narco‑cultura that embellishes drug cartels.
Official data shows a 48 % drop in murders during 2025, yet high‑profile killings like Gastélum’s reminder that cartels continue to force their hand both in streets and online.
Sinaloa’s expanded security forces aim to quell the continuing violence.
