We live in a world where status, influence and followers are 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, with a combined following of 26.4 million fans across YouTube and Instagram.
That is, until they decided the spotlight was not for them anymore, and made the decision to walk away from the public personas that they had built.
With a growing desire to carve out independence, privacy and a life that was on their terms - the twins, who had been in the spotlight since they were 14 years old - decided stardom was something neither of them wanted anymore.
Watch a snippet of Ethan and Grayson Dolan's video: Turning 21 With My Twin. Post continues after video.
While both of them choose to remain relatively low key about their lives now, this week, Ethan was seen in Sydney, Australia.
So what are they up to now, you may ask? 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.
In 2014, they launched their YouTube channel and did just that. It was the height of influencer-related content, where Gen Zer's and Millennials alike were interested in watching how objectively beautiful people went about their days. And Ethan and Dolan, just 14 at the time, wanted in.