[7][6] Later in November 2023, he began publishing his content on YouTube, posting Madden NFL 24 gameplay and vlog videos.

was Cox's catchphrase, first seen during a FaceTime call with fellow Twitch streamer and friend, Nicholas Stewart, known as Jynxzi.

[4] Some professional sports players were seen doing Cox's celebration, such as Bryce Harper, Johan Rojas, Bo Naylor, Kyle Tucker, and many more.

[13][10][11] On July 7, 2024, a YouTuber named Pocketbook posted a 17-minute video titled "The Real Sketch: The Untold Story of Jamie Mar".

In the video, Pocketbook claimed that before Cox's streaming career took off, he used to post OnlyFans content under the "Jamie Mar" username.

The video soon went viral across social media, as the content that Cox participated in features gay pornography, sparking homophobic and anti-sex work comments and backlash from a number of individuals.

[25][26][27][28] On July 8, 2024, Cox went live on his Twitch channel and confirmed the rumors surrounding his former career path, stating he was going through a rough patch during that time in his life.

Cox further explained that the videos were from two years ago, described himself as a "changed" person, and said he was dealing with addiction during that period of his life.

[25][29] Throughout the stream, Cox made multiple jokes in light of the situation, such as stating that he "did not have sexual relations with that man...