Like any war, the War on Drugs runs on propaganda. Mexican cartels stop at nothing to control their public image and the flow of information. From creating entire new genres of narco-rap music to the emerging generation of Cartel Tik Tok superstars, drug cartels are becoming pop culture brands. And this plays a key role in how they recruit young soldiers and cement their place within Mexican society. But there is also a very, very dark side. Anyone who tries to report on cartel violence and corruption can be attacked and murdered. Mexico is now the most dangerous country in the world for journalists outside of active war zones.