A gunman fatally shot a social media influencer during a live stream in the northwestern state of Sinaloa, Mexico. Authorities reported on Wednesday that this incident highlights the ongoing violence against social media figures in Latin America. The influencer, César Gastélum, was shot on Tuesday night in Culiacan, the state capital. Officials suggested that the killing might be linked to cartel violence without attributing it to any specific group.
A video obtained by The Associated Press captured Gastélum laughing with two men in a Kentucky Fried Chicken parking lot when two individuals on a motorcycle approached. One pulled out a gun, shot Gastélum, and the attackers fled the scene. This attack happened near the local prosecutor’s office during rush hour. Mexico’s Security Cabinet and local prosecutors are investigating, pointing out that Gastélum shared videos referencing a criminal group.
Mexican President Claudia Sheinbaum pledged to apprehend the perpetrators, stating, “We must find out why this deplorable homicide occurred.” Gastélum had over 650,000 TikTok followers, with a significant presence on Instagram and other platforms. He posted comedic content intertwined with Mexican regional music, often calling himself “bélico,” a term linked to cartel culture. On Wednesday, tributes of “rest in peace” surfaced on his social media pages.
Sinaloa has recently seen conflicts between factions of the Sinaloa Cartel. The violence peaked when bodies would appear with faction-specific symbols. Los Chapitos often left pizza marks, while Los Mayos used sombreros, making certain clothing choices risky in Culiacan. On the night of his death, Gastélum wore a white sombrero. Candles were later placed at the site of his killing.
This incident marks the second time in just over a year that a content creator was killed during a live stream. In May 2025, beauty influencer Valeria Márquez was shot dead during a TikTok live session in Jalisco. These events coincide with pressure on Mexico’s government from the Trump administration to address cartel violence. Gastélum’s death is part of a trend where criminal groups target influencers, especially in cartel-dominated areas like Sinaloa and Jalisco.
Security analyst David Saucedo explained that influencers are targeted for various reasons. Some may be connected to criminal factions, produce content for them, or have relationships with cartel members. Others might launder money or share information akin to journalism. “Cartels want to control the regions they operate in, using them as channels for criminal messages,” Saucedo noted.