Influencers in crosshairs of Mexico’s drug wars as cartels slaughter online celebs in droves – for a chilling reason

MEXICAN influencer César Gastélum was live-streaming with his friends outside a KFC when two men pulled up on a motorbike and shot him in the head. The 24-year-old’s execution in Culiacán, the capital of the northwestern state of Sinaloa, unfolded in just a few seconds earlier this month. Influencer Valeria Marquez was fatally shot in her chest and head Credit: Newsflash Marquez was broadcasting to her large audience when the fatal attack occurred Credit: Jam Press TikTok star Cesar Gastelum was shot dead during a livestream earlier this month Credit: Instagram Influencer Claudia Ochoa Felix was known for promoting the narco lifestyleCredit: Refer to Source It marks the latest in a grim series of similar cases across the country that has claimed the lives of 19 content creators since 2024. Experts say the killings expose how influencers have been dragged into a propaganda war amid violent cartel battles, but are increasingly becoming the targets. Sign up for The Sun newsletter Thank you! Mexico Analyst at International Crisis Group, David Mora told The Sun: “The dynamic we are seeing with influencers and cartels in Mexico is one we have seen before – attacking those who provide resources for the enemy.” Last year, influencer Valeria Marquez, 23, was shot and killed while livestreaming in her beauty salon. Beauty influencer Valeria Marquez was fatally shot during a TikTok livestream Credit: Not known, clear with picture desk The beauty salon where Valeria was killed Credit: Reuters The camera kept rolling while blood poured from her chest and head. Federal authorities in Mexico have opened investigations to determine whether César and Valeria’s killings are related to drug cartels. The fatalities have risen at an alarming rate – from four in 2024 to 11 in 2025 and four already in the first months of 2026. Eight of these killings have occurred in Sinaloa. Most read in The Sun Rivalry between two factions of the Sinaloa Cartel – one of the world’s largest drug trafficking groups – has sparked vicious fighting since 2024. Violence erupted after Ismael “El Mayo” Zambada, one of the Sinaloa Cartel’s bosses, was arrested and handed over to the US leaving a power vacuum. Zambada claimed he was betrayed by the son of his former partner Joaquín “El Chapo” Guzmán. Thousands have been killed in the resulting battles between the cartels two main factions – Los Chapitos and Los Mayos. Cesar Gastelum was livestreaming with friends outside a KFC when he was attacked Credit: JamPress Two men pulled up next to him on a motorbike and one shot him in the head at close range Credit: JamPress David said: “Influencer killings have emerged alongside this war. “They have started taking sides – not directly but by promoting certain images or symbols or music associated with one of the groups.” Mexico’s Federal Security Cabinet released a statement after César’s death saying it was scouring his social media posts. It said some of the posts made reference to a faction in a criminal group, but did not provide further details. Three days before his death, César was seen in a video wearing a hat and dancing to “La Cita Fresita 2″. The song tells the story of a character involved in the narco world who confesses his life to a young woman. One part says: “I’ve been wearing the hat for a while.” In Sinaloa, wearing or referencing the hat has a particular meaning because it is one of the symbols most associated with Zambada. Claudia Ochoa Felix Cwas the most notorious influencer to promote narco culture on her platform before she died of a suspected overdose aged 32 Credit: Central European News The influencer often posted with custom made assault riflesCredit: Refer to Source The drug lord was nicknamed El del Sombrero – The One in the Hat. David said: “Having César show up in Sinaloa’s capital full of Los Mayos symbols – the hat and the music – will be interpreted as a message that this is no longer Los Chapitos land, this is now ruled by Los Mayos. “Los Chapitos may have carried out the murder to flex their muscles – a message to say ‘we are still here’.” An earlier post shows César at the grave of Leobardo Aispuro – an influencer who was shot dead in December 2024. Police said his killing may have been linked to violence between warring factions of the Sinaloa cartel. David said: “Were seeing a retaliation campaign – where cartel factions fighting over influence take revenge on supporters of rival groups. “It’s something we’ve seen before. Cartels have previously targeted police officers because they have cooperated with a rival faction.” It becomes a message of who controls what turf and who is winning the war, David said. Cartels have long used gruesome videos of torture and execution, or left notes alongside bodies to build their brutal public image. More recently they have turned to social media, where influencers are able to advertise a certain lifestyle and closeness to organised crime. David said: “Propaganda is crucial to cartels because it helps legitimise them. Having local communities on your side makes control of criminal rackets easier. “Making the criminal lifestyle attractive also helps recruit young people. “Everyone’s life is filtered through social media – so it has become new turf to fight over.” Claudia Ochoa Félix was the most notorious influencer to promote narco culture on her platform. Often referred to as “Mexico’s Kim Kardashian” due to her striking resemblance to the US mega-star, Claudia would often share snaps posing with custom-made assault riffles to thousands of followers. Her brazen social media posts fuelled suspicions that she was an assassin running an armed wing of the Sinaloa cartel – an allegation she always denied. Claudia died aged 32 in 2019, of a suspected overdose. Influencers can also help legitimatise restaurants, clothing brands, or even property developments, which serve as fronts for money laundering. Last year, pamphlets were thrown from a helicopter over Culiacán accusing a list of influencers of serving organised crime. Four of the 25 faces on the pamphlet already had “ELIMINATED” stamped across them. The pamphlet was allegedly put out by Los Mayos, accusing the targets of laundering money for the Los Chapos. According to Armed Conflict Location & Event Data Project, there are 64 influencers under investigation for helping criminal gangs launder their profits in Mexico. David said: “Its all part of the social dynamic of gaining legitimacy in a criminal group. “The Sinaloa cartel was a perfect example of a cartel that did not have to rely on force and violence to keep control or support. “But these mechgnisms are not there anymore especially amid the violence in Sinaloa, and this has brought a reckoning. Violence is now putting innocent people in the middle.” Comment now