In November 2018, Vladimir Samovolkin hit rock bottom.

The 34-year-old, who had struggled with alcoholism for much of his life, was broke and in hospital with alcohol poisoning after a particularly heavy binge.

“I was going through a difficult time,” said Samovolkin, from his home in Yaroslavl, a historic, church-studded city of 600,000 that straddles a bend in the Volga river, 250 kilometers northeast of Moscow.

Salvation — of a sort — came when an old friend rang, inviting Vladimir, who had just been discharged from hospital, to appear on his live stream, drinking and partying in exchange for financial contributions from viewers.