What Is 'Crowds on Demand'? US Firm That Pays People to Attend Protests – And How You Can Apply

A controversial US-based firm, 'Crowds on Demand', has generated headlines by charging clients to create highly visible protest crowds—paying individuals to attend rallies, political events, and PR stunts, a practice critics equate with 'astroturfing'

Founder and CEO Adam Swart has revealed on Fox & Friends that the company has witnessed a staggering 400 per cent increase in paid protester requests, particularly around high-stakes political events in Washington, D.C., compared to the same period in 2024.

What Is Crowds on Demand?

'Crowd on Demand' is a marketing company that supplies hired crowds for various occasions, including political rallies and protests.

'Crowds on Demand' sees itself as 'the ultimate guerrilla lobbying and government relations firm.' According to a report by 4WWL, the company has been widely accused of enabling astroturfing.

'We also assist individuals, companies and political organisations with protests and picketing campaigns. We've protested governments, corporations and everything in between,' the company's official website notes.

The company claims it's non-partisan and typically doesn't disclose its clients. In fact, according to Fox News, 'Crowd on Demand' claimed to have rejected more than 100 requests in 2024 to participate in protests against Israel amid the Israel-Hamas conflict.

'We create movements from the ground up on something as simple as a local building and zoning issue or as complex as an international business dispute,' the company says.

We create advocacy groups and staff them with suitable leadership. We also provide phone banking and mass emailing services with global capabilities.'

From Protests to Boardrooms: The Company's Broader Business

While 'Crowds on Demand' is often seen as a simple provider of crowds, the company's founder and CEO, Adam Swart, argues, 'it's much more'.

Swart claims the company has orchestrated campaigns that have achieved significant results, including securing multi-billion-dollar cable agreements, ending anti-LGBT discrimination by insurance firms, obtaining approvals for key energy infrastructure projects, and influencing large public company mergers and acquisitions.

This growth is evident on the company's Contact Us page, which states that they generally do not accept new clients with an event or campaign budget under $20,000.

It also states, 'due to an extremely high volume of calls, we are no longer taking calls on our main line.' Those looking to get in touch must now fill out the 'Request a Quote' form, providing as much detail as possible about their request.

A Toolkit of Hired Public Personas

'Crowds on Demand' markets itself as 'the ultimate guerrilla lobbying and government relations firm,' offering not just protest attendees but also fans, paparazzi, security guards, and brand ambassadors for corporate or political purposes.

It operates across major US hubs, including Los Angeles, New York, D.C., and has a reputation for orchestrating scenes that shape perception.

Getting a Foot in the Door: A Nontraditional Application Process

The company's growth and high-demand services have created opportunities for individuals interested in joining their network. Regrettably, unlike many companies, Crowd on Demand does not have a dedicated 'Careers' or 'Jobs' section on its website.

The site focuses primarily on showcasing its services—such as protests, rallies, audience placements, and consulting—without providing public job postings.

As a result, those who want to work with the company may need to take the initiative. This could include reaching out through the 'Contact Us' form or networking on LinkedIn with current employees to ask about potential roles or freelance opportunities.

During a recent appearance on Fox & Friends, Swart explained that paid "protesters" generally make a few hundred dollars. He noted that the exact amount depends on various factors, such as location, duration, and conditions, with events held in the early morning or during cold weather often earning higher rates.

Etsy or Astroturf? The Ethical Dilemma

Critics and scholars frequently point to 'Crowds on Demand' as a prime example of astroturfing—fabricating grassroots support for hire.

Experts warn this approach can erode public trust and mislead observers about genuine activism.

The Future of Protests: Authenticity for Sale

In a world where the size of a crowd can sway public opinion, Crowd on Demand stands at the intersection of marketing, activism, and business. Whether viewed as a controversial manipulation of public discourse or a clever adaptation to modern communication, the company's growth and influence are undeniable.