From 2017 onward, Lira was active on YouTube under the pseudonym Coach Red Pill (CRP), an allusion to Red Pill and Black Pill symbolism in the manosphere community. The content was misogynistic[9] and anti-feminist in nature, appealing to incels.[25] Lira posted videos with advice such as "never date a woman in her thirties" and argued that all women wanted was money, a house, and kids, as only child-rearing would biologically validate them.[8] In one video, he advised viewers living in Western democracies to move to "a poor, underdeveloped country" due to the former's supposed "totalitarian" deployment of COVID-19 vaccines.[26] In November 2021, Lira deleted most of his CRP content and began posting under his legal name.[23]
Following the Russian invasion of Ukraine on February 24, 2022, Lira shifted the majority of his commentary to the war. Lira's content was heavily pro-Russian, praising Russian military actions and denying Russian attacks on civilians, as well as doxxing Western journalists.[4][27] His content, which has been classified[according to whom?] as Russian propaganda and disinformation,[9][28][29] was amplified on social media by Kremlin-linked accounts[30] and praised by Russian Foreign Ministry spokeswoman Maria Zakharova.[31][32]