A 17-year-old Mexican YouTube personality has been shot dead after uploading a video insulting a notorious drug lord.
Juan Luis Lagunas Rosales uploaded the video while under the influence of alcohol, the Daily Mail reported. In the footage, he is heard insulting Nemesio Ocegera Cervantes, the leader of the New Generation Cartel of Jalisco.
Juan made a video of himself saying what translates to, "El Mencho can suck my d**k," according to the Daily Mail.
Cervantes is considered one of Mexico's most dangerous drug lords. He currently has a $5 million bounty on his head.
On Dec, 18, Juan was partying with friends at a bar in Jalisco when a group of people stormed in and shot him several times, Jalisco Attorney General Raul Sanchez Jimenez told local media.
The teenager died from 15 to 18 bullet wounds, the Daily Mail reported. He was identified by his tattoos. Another bystander, a 25-year-old employee at the bar, was also shot dead in the incident.
Juan grew up in the Mexican state of Sinaloa, which is home to notorious cartel heads such as Joaquin "El Chapo" Guzman. The teen had reportedly never met his father, and was given to his grandmother as a child.
Juan left his hometown when he was 15 years old. He did not finish high school and washed cars to earn money. He later became known as "El Pirata de Culiacan," which means "The Pirate of Culiacan."
He began posting videos of himself on YouTube drinking alcohol until he passed out. His videos became a viral sensation, as many social media users found his sense of humor entertaining.
By the time he turned 17, Juan had garnered more than 1 million followers on Facebook, and an additional 300,000 on Instagram. His popularity became so strong that he began featuring in music videos and promotional events.
The teen's rise to fame was not without controversy. Some activists blasted musicians and promoters who featured him in their music videos. They said it encouraged dangerous behavior and promoted alcoholism among minors.
During an interview with radio host Pepe Garza not long before Juan's death, the teen spoke about cutting down on alcohol.
"People ask me, 'How do you do it? How do you handle drinking so much?'" he said, according to The Independent. "I just laugh, I say, 'I don't know how I do it.'"
"They're right... sometimes I go too far," the teen added.