Seventeen-year-old Andrey Retrovsky from Vologda, Russia, had gained some notoriety — at least on Instagram — for his selfies.

Strictly speaking, some were images of him that looked like they were taken by someone else. The effect, though, was to show his daredevil spirit. Many were of him on rooftops or other dangerously high places.

Sadly, as the International Business Times reports, his latest idea was to hang from a roof by a rope, thereby pretending he was falling. But the rope reportedly snapped and he fell from the 9-story building to his death.

Some estimates suggest that more people have been killed by selfies than by sharks in 2015. But of course it isn’t the selfie that kills, it’s the person who takes risks while taking one.

Read More: C-net