But is hustle culture a scam? A new documentary follows a prankster filmmaker as he tries to hunt a fortune. It turns out to be far more difficult than hustling influencers claim.
The man who made £1m in 90 days
Hustle muscle: Journalist and filmmaker Oobah Butler's Channel 4 documentary reflects the absurdity, dishonesty and hollow promises behind so-called hustle culture. Glossary
Provocative - Statements or actions that will cause a strong reaction from those observing.
phenomenon - A remarkable person or thing. Or something that is observed to exist.
Hustle - To obtain by forceful action, or to swindle.
Entrepreneur - A person who sets up their own business.
Internet Matters - A not-for-profit organisation dedicated to helping families keep children safe online.
Sweatshop - A factory or workshop, normally making clothes, where people work for long hours with little pay.
NHS - The National Health Service, the publicly funded healthcare system in the UK. The NHS was founded in 1948.
Bitcoin - A virtual currency that is "mined" using computers. Bitcoin was inspired by the idea that currencies' value should not be controlled by central banks. In truth, however, its value has fluctuated much more wildly than that of most centralised currencies.