Juan Luis Lagunas Rosales was born in the Mexican state of Sinaloa, a Mecca of the cartels and the land of the notorious drug trafficker Joaquín "El Chapo" Guzmán. Lagunas grew up without knowing his father. His mother left him with his grandmother when she was a child.
Lagunas left his hometown at the age of 15 without finishing high school, moved to the nearby municipality of Culiacán and washed cars for a living, he said in an interview in July. It was in this adopted city that he took the nickname that would later be known in cyberspace: "El Pirata de Culiacán"
He began to invite more and more parties, and soon he fell into a life of excessive consumption of alcohol. He published videos on social networks showing him drinking beer and bottles of whiskey, sometimes so drunk that he fainted. The videos started to become viral. In the years that followed, the binge eating became a perverse YouTube sensation. At the age of 17, he accumulated more than one million followers on Facebook and more than 300,000 on Instagram. His fame in social networks began to earn points in music videos and promotional events.
His baby face, along with his bellicose behavior and clown, entertained the masses. However, it was easy to forget that he was still a child. He drew a beard on his chin to look older. He tattooed his arms: a pirate in one, a tiger in the other. He published photos on Instagram with large pistols, half-naked women and luxury cars.
The age to drink in Mexico is 18 years, but "El Pirata de Culiacán" drank as if it had no limits. Like many teenagers, he lived as if he were invincible and said what he wanted about who he wanted. Everything was a great game, a great party.
But in Sinaloa, one of the most violent states in Mexico, nobody is invincible, especially when you mess with the wrong people.
In a recent video posted online, a seemingly intoxicated lagoon was recorded taking a stab at Nemesio Ocegera Cervantes, also known as "El Mencho." Cervantes is one of Mexico's most dangerous drug lords, according to officials of the US government, the leader of the New Generation Cartel of Jalisco.
"El Mencho a me pela la verga" he said, which means, more or less, "El Mencho, pela mi pela", according to El País.
And on Monday night, while he and his friends were celebrating in a bar in Jalisco, a group of armed individuals stormed and fired at the Lagunas, the Attorney General of Jalisco, Raúl Sánchez Jiménez, to the Mexican media. The teenager died, suffering between 15 and 18 gunshot wounds. The authorities managed to identify Lagunas for his tattoos.
Prosecutors have not determined the identities or motives of those responsible. But they confirmed to the media that they are investigating a possible link with the recent videotaped insult to El Mencho.
El Mencho is one of the last people someone would want to offend.
His cartel, the New Generation, is relatively new, merging less than a decade ago. It comes from the remnants of another group, the Millennium cartel, and makes money selling weapons, stealing gasoline, extortion and kidnapping, wrote Josh Partlow in The Washington Post in 2015. It is one of the fastest growing drug cartels in Mexico, operating in several Mexican states and forging ties of the underworld around the world.
The group has been linked to thousands of murders, according to a Rolling Stone profile. Many of them have been tracked specifically to their leader, "El Mencho," who reportedly was a former police officer.
The death of Lagunas occurs during a year that is on track to become the bloodiest of records in Mexico. In the first 10 months of 2017, 20,878 murders were counted across the country, an average of 69 murders per day, Reuters reported.
It is a dangerous time and place for anyone, but especially for a teenager who lives recklessly in search of fame.
"He chose to make a career as a broken toy in cyberspace, a path he carved drank and left him with flesh and blood enemies," Univision journalist Fernando Mexía wrote in an article titled "La fama envenenada" de & # 39; The Pirate & # 39; "
The YouTube star managed to" transcend borders ", even landing in Rolling Stone, not because of his fame, but because of his death, his murder" gave him the popularity he never imagined, "Mexía wrote.
When the celebrity of the teenager increased, activists criticized the musicians, bands and promoters who presented him drinking in music videos, attention only encouraged his dangerous behavior and promoted the alcoholism of a minor, critics told Univision.
"There are a lot of people who criticize it, but the truth is … that's why" El Pirata " It started, "said an artist, Luis Adame, from Último Escuadrón." Everyone in his way tries to find a way to get ahead. "
In recent interviews, Lagunas seemed to accept his vices, hoping to pursue a career as a singer and, according to the reports, he had signed a contract with a record label.
Talking to Pepe Garza, a radio host and producer, in July, Lagunas said he knew he needed to control the drink.  "You drink a lot at one time, and the body is not made for that, "Garza said.
" People ask me, how do you do it? How do you manage to drink so much? "The teenager replied," I just laugh, I say, I do not know how I do it. "
But, he said," they're right … sometimes I go too far. "
The host wished him the best of his career, encouraging him to control the festivities …"
After hearing the news of his death, Beto Sierra remembered Lagunas as a happy, positive friend and funny.
Sierra recalled encouraging him to calm down. and controls the drink "He told me he wanted to change, but the weekend did not lack bad influences," Sierra wrote on Instagram.
"You lived a quick life … you never heard, and I did not." "I judge you," he said. "Those who knew you knew you were a good person"