David Kyre is living a parent's worst nightmare. Seven months ago his son Daniel left home to pursue his dreams in the big city. The madcap YouTube videos he made with a couple of his mates as "Cyndago" were so popular that Mark Fischbach aka Markiplier, one of YouTube's biggest stars with nearly 10 million subscribers, signed them up. Success for the talented young musician and filmmaker seemed assured.


A growing string of YouTube hits most recently included "We Dye our Hair!" showing a visit to the hairdressers and the companion music video "Blond Boyz".

Then on a Wednesday in September Mr Kyre texted Daniel from South Carolina, remarking excitedly on how well things seemed to be going for him in Los Angeles. "I ended the text asking him, 'Are you happy?' I never heard back. An hour later I heard from an LA ambulance asking me if I am the father of Daniel Kyre."

Daniel had been found in critical condition in his room after a suicide attempt in the house he shared with Fischbach and his Cyndago buddies from South Carolina, Ryan Magee and Matt Watson. He had suffered irreversible brain damage from an undisclosed cause, and he was taken off life support two days later.

It might be just another LA story except that Daniel's suicide has played out in the minds of millions of teenagers worldwide via YouTube. They are processing the loss of someone they felt close to, and their parents may not have a clue.

"To minimise or trivialise this is a big mistake," says Michael Carr-Gregg, child and adolescent child psychologist and managing director of the Australian-based Young and Well Co-operative Research Centre.

"A lot of parents don't understand that there are now in the lives of many young people 'cewebrities', literally cult heroes who are not part of the mainstream media."

"This guy without a doubt is a peer icon. Even though they don't know him personally, the death [can] assume the same level of significance and is as important as when John Lennon died [for older people]."

Dr Carr-Gregg said it could be a "teachable moment" for parents with teenagers. "It is a wonderful opportunity to talk about the irreversibility and finality of death."

Cyndago posted on Facebook "some very important and tragic news regarding Cyndago and our future". Daniel was dead and Cyndago was finished. They had no plans to release any further videos, podcasts or songs. They urged anyone with suicidal thoughts or depression to get help.

"We're truly sorry that a story that brought so many people happiness had to have such a sad ending." They have since promised a final upload "addressing the current situation".

Markiplier, 26, posted a tearful eight-minute piece to camera telling fans there were a "lot of raw feelings right now" and "a lot of unanswered questions".

"I just want everyone to know that we are handling it, we are trying to move forward as best we can. Just send a lot of love to the other guys, they really need it right now."

That video has been viewed 5.77 million times. He then "went dark" on YouTube before resurfacing this week with a 13-minute vlog which has clocked 1.86 million views.