The online “alpha male” universe has produced its share of controversial characters, but few have generated as much outrage as the figure known as “King” Azoulay. However, a deeper investigation suggests that this self-proclaimed alpha might be nothing more than a front man for someone operating behind the scenes—a real estate entrepreneur named Deven who allegedly appears to be orchestrating the entire operation.
The connection between Azoulay and Deven first emerged through Deven’s own promotional materials. In videos boasting about selling “$2 billion worth of real estate,” Deven prominently features footage of Azoulay. Initially, this might seem like random stock footage, but photographs confirm the two are personal associates. They’ve been pictured together at shooting ranges, with Azoulay perpetuating his fabricated narrative about being part of elite special forces units.
What makes this relationship particularly suspicious is the timing and nature of Azoulay’s recent business ventures. After building his brand on toxic masculinity and controversial behavior, Azoulay suddenly announced he was launching a real estate company, hiring salespeople to make cold calls about buying and selling properties. This business model mirrors Deven’s exact operation—one that involves making “thousands upon thousands of phone calls every single day” to connect sellers with real estate agents in exchange for commission splits.
Deven himself may have revealed the nature of their arrangement in his own content. In discussing loyalty tactics, he explained his philosophy: “You want loyalty, you need to make people feel like they owe you one. The way that you do that is by constantly either doing them favors or buying them things.” While making this statement, Deven’s videos feature multiple clips of Azoulay, strongly suggesting that Deven has financially invested in Azoulay to secure his loyalty and cooperation.
The evidence extends further. Deven has appeared in testimonial content for Azoulay’s programs, and his voice has reportedly been identified in the background of Azoulay’s livestreams, suggesting an active involvement in day-to-day operations. During one stream, when a critic questioned whether controversies were manufactured for promotional purposes, someone off-camera—believed to be Deven—laughed knowingly, with Azoulay responding, “Who do you think started this?”
The motive becomes clearer when considering Deven’s position. As a real estate professional seeking to expand into male coaching and motivational content, Deven lacks the stereotypical “alpha” appearance that attracts insecure men to these programs. Azoulay, despite his despicable behavior, projects the aesthetic these programs require. By funding and managing Azoulay’s operation, Deven can funnel clients into his real estate ventures while remaining relatively anonymous.
This arrangement reveals something deeply cynical about the alpha male industrial complex. The most visible and controversial figures may simply be performers, bankrolled by savvier operators who understand that outrage generates attention and attention generates revenue. Azoulay’s toxic content, fabricated credentials, and ongoing harassment of his victims might all serve a calculated business strategy designed by someone else entirely—someone who benefits financially while avoiding public scrutiny.