With the help of YouTube, Jack Maynard stepped out of the shadow of his chart-topping brother Connor and amassed a fan base of his very own.
The 22-year-old's weekly videos, in which he discusses a range of topics, completes challenges and plays the odd prank are unscripted, authentic and he didn't need a PR machine to relate to the masses.
However, after becoming engulfed in controversy in recent days the beleaguered online personality's reputation has taken a battering and he may need to put out an ad for his very own spin doctor.
Maynard exited the reality TV show I'm A Celebrity: Get Me Out Of Here after homophobic and racist tweets he sent in 2011 and 2012 resurfaced.
Hours later he was accused of sending inappropriate messages to a 14-year-old female fan when he was himself 16.
Maynard's spokeswoman said: "Since it is only fair that everyone should be aware of any allegations made against them and should have the right to defend themselves, it was agreed it would be better to bring him out of the show."
The Brighton native boasts 1.25 million subscribers on his YouTube channel, JackMaynardTube, which according to social media statistics website Social Blade, can earn him anything up to £15,100 a month in advertising depending on how many videos he posts.
Having 789K followers on Instagram and 676K on Twitter means he can also leverage his influencer status for other financial perks.
According to Naibuzz.com, Maynard is worth an estimated net worth of £37,710 (£50,000). He stood to pocket £25,000 for his appearing on the show but has reportedly forfeited the fee. A rule is said to exist which means that contestants who depart the jungle within 72 hours lose all or part of their payment.
in 2014 Towie star Gemma Collins was paid only £4,800 by ITV after being in the jungle for just over 72 hours, and she donated the cash to charity.
With all the negative press surrounding Maynard, it wouldn't be surprising if some of his sponsorship deals with the firms like LG and Schwarzkopf are now in jeopardy. Misha Sher, Head of Sport & Entertainment at Mediacom, says that there is no doubt that the controversy will hit his pockets hard.
"I think we will certainly see some impact to his career, at least in the short term. No one will want to be associated with his brand while this is fresh in everyone's mind. His career and earning potential longer term will depend on how he chooses to address these issues," he tells IBTimes UK.
Sher advises that the vlogger "apologizes and makes a genuine effort to engage with communities of people he offended" as an act of atonement.
"Generally speaking, people will give you a chance if they feel you're genuine. Just look at the resurgence that Mel Gibson has had in recent times following some shocking incidents of racism and anti-semitism. It's not all over for Maynard but he'll need to think long and hard about how to get people back on his side."