Last month, Mexican social media star Juan Luis Lagunas Rosales aka El Pirata de Culiacan made a video in which he insulted local drug cartel leader Nemesio Oseguera Cervante aka El Mencho.
Now he's dead.
On Monday, Rosales uploaded another video inviting fans to join him at a bar in Jalisco, Mexico.
A few hours later, four gunmen went to the bar, found Rosales, and shot him to death. A woman who was drinking with Rosales was also hit and suffered non-life threatening injuries.
Rosales was known for appearing in comic viral videos which depicted him drunk and high.
Police haven't yet directly linked Rosales's killing to the cartel, but they did describe the gunman as "assassins."
Here's video of the scene after the shooting.