Mike Cernovich: "undeniably PUA-adjacent"? Credit: Jason Kempin/Getty
When did pickup artistry become criminal? Relying on online sex gurus for advice on persuading women into bed used to be seen as a fallback for introverted, physically unprepossessing “beta males”. And for this reason, in the 2000s, the discipline was promoted by the mainstream media as a way of instilling confidence in sexually-frustrated nerds. MTV’s The Pickup Artist shamelessly broadcast its tactics, with dating coaches encouraging young men to prey upon reluctant women, hoping to “neg” and “kino escalate” them into “number closes”. Contestants advanced through women of increasing difficulty (picking-up a stripper was regarded as “the ultimate challenge”) with the most-skilled “winning” the show.
Today, the global face of pickup artistry is Andrew Tate: sculpted former kickboxing champion, self-described “misogynist“, and, now, alleged human trafficker. Whatever results from the current allegations, his fall is a defining moment in the cultural history of the now inseparable worlds of the political manosphere and pickup artistry, and provides an opportunity to reflect upon their entangled history.
Pickup artistry burst onto the scene in the 2000s, propelled by the success of Neil Strauss’s best-selling book The Game. More a page-turning potboiler cataloguing the mostly empty lives of pickup artists (PUAs) than a how-to guide (though Strauss wrote one of those too), the methods in the book had been developed through years of research shared on internet forums. The “seduction underground”, as the large online community of people doing this research was called, then became the subject of widespread media attention. Through pickup artistry, the aggressive, formulaic predation of women was normalised as esteem boosting, and men such as those described in Strauss’s The Game could be viewed in a positive light: they had transformed from zero to hero and taken what was rightfully theirs.
The emergence of PUAs generated a swift backlash. The feminist blogs of the mid-to-late 2000s internet, of which publications like Jezebel still survive as living fossils, rushed to pillory them. The attacks weren’t without justification, but the world of PUAs during this period, much like the similarly wild-and-woolly bodybuilding forums, had no obvious political dimension beyond some sort of generic libertarianism. It was only after these initial critiques that it began to be coded as Right-wing by those on the Left. Duly labelled, PUAs and other associated manosphere figures drifted in that direction. MTV’s dating coaches were not part of the political landscape, merely feckless goofballs and low-level conmen capable of entertaining the masses. But their successors would be overtly political actors.
One such figure, Daryush “Roosh” Valizadeh, rose to fame via his self-titled blog and forum. An Iranian-American microbiologist and self-described “late bloomer”, Roosh discovered the PUA community during his senior year of college and “took to [it] like a fish to water”, later using his writing to share this information with like-minded readers eager to get more women to sleep with them. He also self-published a host of pickup and travel guides about the rough and at times nonconsensual sex he had around the world. In 2012, he founded Return of Kings, a site that published articles with headlines such as “The Intellectual Inferiority of Women” and “When Her No Means Yes”, as well as a 2015 piece (which he characterised as satirical) in which he proposed that rape be legalised in non-public settings. His doctrine of “neomasculinity” holds that “a woman’s value significantly depends on her fertility and beauty”, while “a man’s value significantly depends on his resources, intellect, and character”.
While Roosh had clearly begun to move pickup artistry into a more politicised dimension — probably because he sought common cause against his critics rather than any deeply held political principles — it was his successors who drove it into full embrace with the Online Right. Roosh, in fact, has had a fairly complicated relationship with the supposed “white nationalist” elements of what journalists were all rushing to lump together as the “alt-Right”, at times defending neo-Nazi Richard Spencer and at others characterising white nationalism as “a frustrated mob that wants to control the sexual choices of all men”. He also feuded with Right-wing activists, such as Lauren Southern, for adding little to the Right besides physical attractiveness. And this stance, combined with his own lack of charisma and decidedly non-“alpha” pedigree, has limited him to fringe status. In recent years, Roosh distanced himself from both the alt-Right and PUAs, removing many of his books from print, and banning PUA and casual-sex talk from his website’s forums in 2019 after converting to the Eastern Orthodox Church.
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