In an era driven by optics and public perception, Crowds on Demand offers a service that many find fascinating, controversial, and a little unsettling: the ability to rent a crowd. Whether for a political rally, a product launch, or even a marriage proposal, this Los Angeles-based company provides people with exactly what its name suggests — a crowd tailored to your needs.
What Is Crowds on Demand?
Founded in 2012 by entrepreneur Adam Swart, Crowds on Demand is a public relations firm that supplies actors to participate in various staged events. These can include protests, rallies, paparazzi experiences, or even corporate demonstrations — all performed by hired participants. The goal? To generate media buzz, create the appearance of widespread support (or dissent), or simply make someone feel like a celebrity.
The company claims to offer services in major U.S. cities, and its pitch is simple: If you need a crowd for any reason, they can provide one, complete with signs, chants, speeches, and coordination.
How Does It Work?
Clients contact Crowds on Demand with a specific request — often political or promotional. The company then hires local actors or performers to pose as supporters, fans, or protestors, depending on the need. These performers are briefed on the cause or role they are playing and show up ready to act the part.
Scenarios might include:
- A startup hiring a crowd to generate interest at a trade show.
- A political candidate using paid demonstrators to appear more popular or influential.
- A protest staged outside a competitor’s office to influence public perception or media coverage.
Controversy and Ethical Questions
Crowds on Demand is undeniably controversial. Critics argue that the practice manipulates public opinion, undermines democracy, and spreads disinformation. The line between performance and propaganda becomes blurry when paid participants are passed off as genuine supporters or protestors.
The company counters that what it does is strategic PR, no different from a marketing campaign or a political ad. In interviews, Adam Swart has defended the company by emphasizing its transparency with clients and the performative nature of all media events.
Still, the potential for misuse is high. Political groups could use it to simulate grassroots support — also known as astroturfing — making policies appear more popular than they are. In business, it can give one company an unfair advantage or spread false sentiment against competitors.
The Broader Implications
Crowds on Demand exemplifies the post-truth era, where perception can override reality. In a world dominated by social media and 24-hour news cycles, visuals — especially those that go viral — are powerful tools. A photo of a cheering crowd or an angry protest can influence public opinion, regardless of whether it’s authentic.
This phenomenon raises questions about trust, authenticity, and the future of public discourse. If crowds can be rented, how do we distinguish genuine movements from staged ones? And if image can so easily outpace reality, what happens to truth in the public square?
Final Thoughts
Crowds on Demand sits at a strange crossroads between performance art, public relations, and political theatre. Whether you see it as clever marketing or dangerous manipulation, one thing is clear: in today’s media-driven society, the appearance of support can be just as influential as the real thing — and for the right price, it can be bought.
