- faked being insanely rich - built his entire online character around being insanely rich - supercars - watches - billionaire lifestyle - told millions of people this was his actual life - sold courses teaching people how to become rich - his own lawyers now say they were “playing a role” - their business depends on generating attention online - $2.1M Aston Martin was allegedly rented - promoted memecoins (multiple Andrew Tate-associated memecoins later collapsed 99% btw) - sold people access to the mindset of that character - monetized the character - actually made real money from it became famous enough that the character itself became the product One of the greatest fake it till you make it stories of the internet era.