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A Mexican YouTube star known for videos showing him drinking to excess was gunned down after hurling an insult at a notorious cartel boss on social media, authorities said.

Juan Luis Lagunas Rosales, better known as “The Pirate of Culiacán,” was just 17 but had amassed thousands of followers on Twitter, Instagram and Facebook, where he posted pictures and videos of himself downing bottles of booze, or standing alongside scantily clad Latina women, large quantities of marijuana or shiny sports cars.

In one recent video, Rosales apparently insulted Nemesio Oseguera Cervantes, also known as “El Mencho,” head of the New Generation Cartel of Jalisco.

“El Mencho a mí me pela la verga,” Rosales said, according to El Pais, loosely translating as “peel my c–k.”

A short time later, on Monday, four men armed with “long weapons” stormed into a bar and opened fire at a table where Rosales was sitting and executed the teen, riddling him with 15 bullets, El Pais reports. Other local Mexican media outlets said he was hit as many as 18 times.

Investigators were trying to determine if the attack was connected to Rosales’ crude comment toward the cartel leader. In a more recent video, Rosales invited people to visit the bar, announcing his whereabouts to his trove of followers, El Diario reports.

Rosales, according to El Pais, was born in Navolato, Sinaloa — a stone’s throw from the hometown of notorious cartel leader Joaquin “El Chapo” Guzman — but moved at age 15 to Culiacán in search of a better life. He began washing cars for money but soon became known for downing large quantities of alcohol on social media despite not being of legal age to drink in Mexico.

He soon began making appearances with local bands, telling Univision in June that he ultimately wanted a career in music instead of being known as a youngster with an affinity for beer, whiskey and vodka.

Mexican newspaper Periodico Supremo reposted the clip that may have led to his death on Twitter on Tuesday, showing the seemingly intoxicated Rosales talking trash about the cartel leader in public, quickly garnering a disapproving groan from at least one man.

“Así firmó su trato du muerte,” the newspaper wrote of the 10-second clip that may have led to his execution.

The phrase, loosely translated, means: “So he signed his death warrant.”