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Crowds on Demand

Website:

crowdsondemand.com/
Location:

Beverly Hills, CA
Type:

Marketing Firm
Formation:

2012
CEO:

Adam Swart

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Crowds on Demand is a marketing firm that provides hired crowds for events, including political rallies and protests. Crowds on Demand considers itself “the ultimate guerilla lobbying and government relations firm.” 1 The company has been widely accused of facilitating “astroturfing.” 2 3

Crowds on Demand is non-partisan and usually does not reveal its clients. In 2024, the organization said that it had turned down over 100 requests for its services related to protests against Israel during the Israel-Hamas conflict. 4

Crowds on Demand has offices in Beverly Hills, California and Phoenix, Arizona, as well as “satellite presences across the country.” 5 The company claims to have tens of thousands of individual contractors throughout the United States. 6

History

Crowds on Demand was founded in October 2012 by Adam Swart, a University of California, Los Angeles, undergraduate. 7 In a 2013 interview, Swart claimed he came up with the company’s concept while deplaning and wishing he had a cheering crowd waiting for him: “Life can be very cold at times, and nothing makes people happier than having people cheer for them.” 8 In a 2024 interview, Swart said he was inspired by “a well-dressed woman” deplaning and being “barraged with paparazzi.” 9

In a 2018 interview, Swart claimed that Crowds on Demand was founded to boost the publicity of up-and-coming celebrities. 10 Swart initially envisioned Crowds on Demand as a pure crowd-providing service for airport greetings, business events, under-attended events, political rallies, and protests. Initially, their most popular service was the “Celebrity Airport Experience” where customers were met with a small crowd of paid “fans” and fake paparazzi and were escorted by fake security guards to a luxury sedan. 11 12

Within its first year of operations, Crowds on Demand attracted attention from political campaigns. Swart claimed that “big players” in the Los Angeles political scene used his company’s services, including one who hired a crowd to protest his political opponent. 13

Over time, Crowds on Demand became more politically focused and expanded its services. Over time, Crowds on Demand began also providing general campaign, organization, and event services. 14

Swart claimed that early in the company’s existence most hired crowd participants were actors, particularly in Los Angeles where many of Crowds on Demand’s early clients operated. However, over time Crowds on Demand used fewer actors and instead claimed to hire individuals who were interested in attending events anyway. For instance, for an industrial factory protest, Crowds on Demand might hire environmental activists who genuinely opposed the targeted company. 15 All employees and contractors are required to sign non-disclosure agreements. 16 Pay rates are reportedly $25 to $30 per hour for crowd contractors. 17

Services

Politics and Protests

Crowds on Demand organizes political rallies and protests. The company claims it “can get a crowd on the street, sometimes within 24 hours [sic] time.” However, Crowds on Demand also offers general event and campaign services including speakers on specific topics, phone banks, and email and letter writers. 18

Though Crowds on Demand publicly discloses few of its customers, it claims to have been employed by a foreign government to cheer a new head-of-state when he attended a meeting at the United Nations. The company cites another case study wherein it was employed by multiple for-profit companies to oppose pro-union government legislation. 19

College Campuses

In May 2024, Crowds on Demand launched a new service to mediate disputes. The service is reportedly targeted at campus protests concerning the Israel-Hamas conflict. 20 21

Non-Political

Crowds on Demand also supplies crowds for events such as store openings, galas, flash-mobs, weddings, and corporate retreats. 22 23

Clients

Crowds on Demand is generally nonpartisan and does not reveal its clients. 24 In 2018, founder Adam Swart stated that the company was considering operating outside the United States but had concerns about the lack of free speech and free assembly protections in other nations. 25

In May 2018, investigations revealed that a subcontractor of Entergy, a power plant company, hired Crowds on Demand to provide crowds and speakers for the opening of a controversial power plant in New Orleans. Entergy claimed that it was unaware that its subcontractor had hired Crowds on Demand. 26

During the 2023-2024 Israel-Hamas conflict, Crowds on Demand turned down over 100 requests to get involved in anti-Israel protests. Swart justified the decision by claiming the issue was too enflamed: “Right now, what I see with the Israel-Palestine demonstrations is a lot of noise. It’s two sides yelling at each other, but no one’s convincing the people on the fence. No one’s attempting to make an argument to people who don’t really understand the issue … it’s everybody galvanizing their own side.” 27

Swart also criticized many ongoing anti-Israel protests on college campuses, which he stated were too disruptive and possibly illegal. 28

Swart didn’t say that Crowds on Demand would definitively refuse every anti-Israel client: “It’s not that I wouldn’t engage on this issue at all, but all the requests we’ve gotten are not constructive engagement.” However, in May 2024, he said that Crowds on Demand had no plans to assist anti-Israel protests or to work for foreign governments targeting Israel. 29

Leadership

Adam Swart is the founder and chief executive officer of Crowds on Demand. Swart has generally expressed non-partisan political views. He is a strong supporter of the First Amendment on which Crowds on Demand heavily relies. 30

Swart has described himself as a “proud American patriot.” 31

Swart criticized for the U.S. military withdrawal from Afghanistan, which left behind numerous U.S. collaborators to be victimized by the Taliban. 32

Criticisms

Crowds on Demand has been widely criticized for allegedly subverting democracy by allowing organizations to convert money into the appearance of popular support, sometimes referred to as “astroturfing.” 33 34

Crowds on Demand has been criticized over claims that it makes people more cynical about politics. 35

In October 2018, Crowds on Demand was sued by Czech investor Zdenek Bakala who claimed that the company was employed by a rival investor to create bad publicity as part of an extortion campaign. Bakala alleged that Crowds on Demand hired protestors to march in front of his home and letter writers to contact Dartmouth College and the Aspen Institute to remove Bakala from their advisory boards. 36

In 2017, controversial blog ZeroHedge accused Crowds on Demand of being hired to supply counter-protestors against the Unite the Right rally in Charlottesville, Virginia. An investigation by Jacksonville.com found that Crowds on Demand was not involved on either side of the demonstrations. 37

References

  1. “Protests, Rallies and Advocacy.” Crowds on Demand. Accessed June 1, 2024. https://crowdsondemand.com/protests-rallies-and-advocacy.
  2. Sheddan, Mary. “Paid Protestors Should Serve As Warning To Journalists.” WUSF. May 25, 2018. Accessed June 1, 2024. https://www.wusf.org/making-sense-of-the-media/2018-05-25/paid-protestors-should-serve-as-warning-to-journalists.
  3. Monteverde, Danny; Dudley, Paul. “’Everything’s in question’ after Entergy admits fake actors used to support new plant.” 4WWL. May 18, 2018. Accessed June 1, 2024. https://www.wwltv.com/article/news/local/everythings-in-question-after-entergy-admits-fake-actors-used-to-support-new-plant/289-554334205.
  4. Wehner, Greg. “Crowds on Demand has received over 100 ‘lucrative’ anti-Israel requests since Oct 7.” Fox News. May 20, 2024. Accessed June 1, 2024. https://www.foxnews.com/us/crowds-demand-received-over-lucrative-anti-israel-requests-since-oct-7.
  5. “Homepage.” Crowds on Demand. Accessed June 1, 2024. https://crowdsondemand.com/.
  6. Monks, Kieron. “The lucrative business of crowds for hire.” CNN. January 3, 2018. Accessed June 1, 2024. https://www.cnn.com/2015/10/16/business/crowds-for-hire/index.html.
  7. Monks, Kieron. “The lucrative business of crowds for hire.” CNN. January 3, 2018. Accessed June 1, 2024. https://www.cnn.com/2015/10/16/business/crowds-for-hire/index.html.
  8. Ogilvie, Jessica P. “Feeling Unloved? Now You Can Rent a Crowd to Follow You Around.” LAist. Accessed June 1, 2024. https://web.archive.org/web/20130224024053/http://laist.com/2012/11/01/feeling_unloved_now_you_can_rent_a.php.
  9. Noll, Doug. “Adam Swart of Crowds On Demand: Five Things I Wish Someone Told Me When I First Launched My Business or Startup.” Medium. April 2, 2024. Accessed June 1, 2024. https://medium.com/authority-magazine/adam-swart-of-crowds-on-demand-five-things-i-wish-someone-told-me-when-i-first-launched-my-3ad0eba2e92a.
  10. Monks, Kieron. “The lucrative business of crowds for hire.” CNN. January 3, 2018. Accessed June 1, 2024. https://www.cnn.com/2015/10/16/business/crowds-for-hire/index.html.
  11. Ogilvie, Jessica P. “Feeling Unloved? Now You Can Rent a Crowd to Follow You Around.” LAist. Accessed June 1, 2024. https://web.archive.org/web/20130224024053/http://laist.com/2012/11/01/feeling_unloved_now_you_can_rent_a.php.
  12. “About Us.” Crowds on Demand. Accessed June 1, 2024. https://crowdsondemand.com/who-we-are.
  13. Ogilvie, Jessica P. “Feeling Unloved? Now You Can Rent a Crowd to Follow You Around.” LAist. Accessed June 1, 2024. https://web.archive.org/web/20130224024053/http://laist.com/2012/11/01/feeling_unloved_now_you_can_rent_a.php.
  14. “About Us.” Crowds on Demand. Accessed June 1, 2024. https://crowdsondemand.com/who-we-are.
  15. Wehner, Greg. “Crowds on Demand has received over 100 ‘lucrative’ anti-Israel requests since Oct 7.” Fox News. May 20, 2024. Accessed June 1, 2024. https://www.foxnews.com/us/crowds-demand-received-over-lucrative-anti-israel-requests-since-oct-7.
  16. Monks, Kieron. “The lucrative business of crowds for hire.” CNN. January 3, 2018. Accessed June 1, 2024. https://www.cnn.com/2015/10/16/business/crowds-for-hire/index.html.
  17. “Getting Paid to Protest.” SideHusl. Accessed June 1, 2024. https://sidehusl.com/getting-paid-to-protest/.
  18. “Protests, Rallies and Advocacy.” Crowds on Demand. Accessed June 1, 2024. https://crowdsondemand.com/protests-rallies-and-advocacy.
  19. “Protests, Rallies and Advocacy.” Crowds on Demand. Accessed June 1, 2024. https://crowdsondemand.com/protests-rallies-and-advocacy.
  20. “Crowds on Demand Launches Protest Mediator Program to Assist with University Negotiations Around Campus Demonstrations.” Mediate. May 9, 2024. Accessed June 1, 2024. https://mediate.com/news/180307/.
  21. “Mediation.” Crowds on Demand. Accessed June 1, 2024. https://crowdsondemand.com/mediation.
  22. “Audiences, Events and Fan Displays.” Crowds on Demand. Accessed June 1, 2024. https://crowdsondemand.com/audiences-events-and-fan-displays.
  23. Noll, Doug. “Adam Swart of Crowds On Demand: Five Things I Wish Someone Told Me When I First Launched My Business or Startup.” Medium. April 2, 2024. Accessed June 1, 2024. https://medium.com/authority-magazine/adam-swart-of-crowds-on-demand-five-things-i-wish-someone-told-me-when-i-first-launched-my-3ad0eba2e92a.
  24. “Protests, Rallies and Advocacy.” Crowds on Demand. Accessed June 1, 2024. https://crowdsondemand.com/protests-rallies-and-advocacy.
  25. Monks, Kieron. “The lucrative business of crowds for hire.” CNN. January 3, 2018. Accessed June 1, 2024. https://www.cnn.com/2015/10/16/business/crowds-for-hire/index.html.
  26. Monteverde, Danny; Dudley, Paul. “’Everything’s in question’ after Entergy admits fake actors used to support new plant.” 4WWL. May 18, 2018. Accessed June 1, 2024. https://www.wwltv.com/article/news/local/everythings-in-question-after-entergy-admits-fake-actors-used-to-support-new-plant/289-554334205.
  27. Wehner, Greg. “Crowds on Demand has received over 100 ‘lucrative’ anti-Israel requests since Oct 7.” Fox News. May 20, 2024. Accessed June 1, 2024. https://www.foxnews.com/us/crowds-demand-received-over-lucrative-anti-israel-requests-since-oct-7.
  28. Wehner, Greg. “Crowds on Demand has received over 100 ‘lucrative’ anti-Israel requests since Oct 7.” Fox News. May 20, 2024. Accessed June 1, 2024. https://www.foxnews.com/us/crowds-demand-received-over-lucrative-anti-israel-requests-since-oct-7.
  29. Wehner, Greg. “Crowds on Demand has received over 100 ‘lucrative’ anti-Israel requests since Oct 7.” Fox News. May 20, 2024. Accessed June 1, 2024. https://www.foxnews.com/us/crowds-demand-received-over-lucrative-anti-israel-requests-since-oct-7
  30. Wehner, Greg. “Crowds on Demand has received over 100 ‘lucrative’ anti-Israel requests since Oct 7.” Fox News. May 20, 2024. Accessed June 1, 2024. https://www.foxnews.com/us/crowds-demand-received-over-lucrative-anti-israel-requests-since-oct-7.
  31. Wehner, Greg. “Crowds on Demand has received over 100 ‘lucrative’ anti-Israel requests since Oct 7.” Fox News. May 20, 2024. Accessed June 1, 2024. https://www.foxnews.com/us/crowds-demand-received-over-lucrative-anti-israel-requests-since-oct-7
  32. Noll, Doug. “Adam Swart of Crowds On Demand: Five Things I Wish Someone Told Me When I First Launched My Business or Startup.” Medium. April 2, 2024. Accessed June 1, 2024. https://medium.com/authority-magazine/adam-swart-of-crowds-on-demand-five-things-i-wish-someone-told-me-when-i-first-launched-my-3ad0eba2e92a.
  33. Sheddan, Mary. “Paid Protestors Should Serve As Warning To Journalists.” WUSF. May 25, 2018. Accessed June 1, 2024. https://www.wusf.org/making-sense-of-the-media/2018-05-25/paid-protestors-should-serve-as-warning-to-journalists.
  34. Monteverde, Danny; Dudley, Paul. “’Everything’s in question’ after Entergy admits fake actors used to support new plant.” 4WWL. May 18, 2018. Accessed June 1, 2024. https://www.wwltv.com/article/news/local/everythings-in-question-after-entergy-admits-fake-actors-used-to-support-new-plant/289-554334205.
  35. Sheddan, Mary. “Paid Protestors Should Serve As Warning To Journalists.” WUSF. May 25, 2018. Accessed June 1, 2024. https://www.wusf.org/making-sense-of-the-media/2018-05-25/paid-protestors-should-serve-as-warning-to-journalists.
  36. Koren, James Rufus. “California company that hires protesters is accused of extortion.” The Sacramento Bee. October 22, 2018. Accessed June 1, 2024. https://web.archive.org/web/20181022190647/https://www.sacbee.com/news/business/article220427190.html.
  37. Fader, Carole. “Fact Check: Were activists at Charlottesville paid?” Jacksonville.com. October 21, 2017. Accessed June 1, 2024. https://www.jacksonville.com/story/news/reason/2017/10/21/fact-check-were-activists-charlottesville-paid/15362775007/.
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Crowds on Demand


Beverly Hills, CA