In 2016, 24 year old Nicholas Perry wanted to be big online. He started uploading videos to his YouTube channel in which he pursued his passion—playing the violin—and extolled the virtues of veganism. He went largely unnoticed.

A year later, he abandoned veganism, citing health concerns. Now free to eat whatever he wanted, he began uploading mukbang videos of himself consuming various dishes while talking to the camera, as if having dinner with a friend.

These new videos quickly found a sizable audience, but as the audience grew, so did their demands. The comments sections of the videos soon became filled with people challenging Perry to eat as much as he physically could. Eager to please, he began to set himself torturous eating challenges, each bigger than the last. His audience applauded, but always demanded more. Soon, he was filming himself eating entire menus of fast food restaurants in one sitting.

In some respects, all his eating paid off; Nikocado Avocado, as Perry is now better known, has amassed over six million subscribers across six channels on YouTube. By satisfying the escalating demands of his audience, he got his wish of blowing up and being big online. But the cost was that he blew up and became big in ways he hadn't anticipated.