But is hustle culture a scam? A new documentary follows a prankster filmmaker as he tries to pursue 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
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.
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.