A social media influencer in Mexico was shot dead Tuesday night while streaming live on the site Kick, with viewers watching the event in real time, authorities said.

Cesar Gastelum, 25, was livestreaming outside a KFC in Culiacan, the capital city of Sinaloa state, around 8 p.m. local time when he was attacked. He was accompanied by two friends and dressed as a food delivery worker as part of a challenge.

Gastelum, who had nearly 600,000 followers on TikTok and was known for making comedy videos, was approached by two individuals riding a motorcycle, both wearing helmets. According to a clip from the livestream, the rider appeared to shoot a gun right at Gastelum.