If you had any doubt that YouTube personalities are taking over the world, all you needed to do was watch the commercials during Super Bowl LII.
Bryan 'RiceGum' Le started out his YouTube career uploading videos of him playing Call of Duty, but gained notoriety for his diss tracks and pranks, before moving into the vlogging and reaction genre. He lives in a multi-million dollar mansion with the likes of Banks, Sommer Ray and Alissa Violet in the collective known as the 'Clout Gang'.
Now boasting over 9 million subscribers and over 1 billion views, RiceGum took things to the next level when he appeared in a commercial for headset manufacturer Monster.
The advert featuring Australian rapper Iggy Azalea was dropped during the fourth quarter of the NFL season finale featuring the New England Patriots and the Philidelphia Eagles.
Beginning on a subway train, RiceGum spots Iggy Azalea busking in a station and after being captivated by her voice. He proceeds to manufacture a headset from scratch but fails to get anyone to take it seriously.
Thankfully for RiceGum he's saved at the last minute, before riding off into the sunset in the new Lamborghini Urus.
As expected his appearance in the commercial featured quite a number of reactions from the internet.