We live in a world where status, influence and followers add up to a new currency that stands entirely on its own.
With fans comes tireless support, endless amounts of brand deals and a global audience to sink your teeth into.
And that's exactly what life was like for twin brothers Ethan and Grayson Dolan, who, at the height of their fame, had a combined following of 26.4 million fans across YouTube and Instagram.
Until they decided the spotlight was not for them anymore, and walked away from the public lives they had built.
The twins had previously been in the spotlight since they were 14 years old when they stopped officially sharing content online for good in 2020.
Watch a snippet of Ethan and Grayson Dolan's video: Turning 21 With My Twin. Post continues after video.
But while both of them choose to remain relatively low-key about their lives now, this week, it was revealed Ethan is now engaged to his long-term girlfriend Kristina Alice.
So what else have they been up to lately? Well, first let's take a look back at their rise to stardom.
Who are Ethan and Grayson Dolan?
There's a charm to building an audience. It requires finesse, a certain look (usually firmly rooted in the beautiful face space), and an incessant tendency to jump onto the latest trend.