Founder Adam Swart | ||
Headquarters Los Angeles, California, United States Area served Los Angeles; San Francisco; Las Vegas; New York City; Washington, D.C. Services publicity, public relations Website | ||
Crowds on Demand is an American publicity firm. It claims to be the only “rent a crowd” service, providing its clients with the ability to hire actors to pose as fans, paparazzi and security guards. The company operates in Los Angeles; San Francisco; Las Vegas; New York City; and Washington, D.C. The firm was founded in October 2012 by Adam Swart.
Contents
Services
The firm sells services that allow clients to simulate a celebrity lifestyle. Its “Celebrity Shopping Experience” is a trip through town in a luxury car, with cheering fans and paparazzi at every stop. The service was the subject of a “Good Morning America” piece in which a correspondent pretended to be a king while he went through a shopping mall with a paid entourage.
The company also carries out publicity stunts for companies and public relations firms using actors.
Just before the November 2012 election, company founder Swart said that the company was considering a request by a candidate for a staged political protest.
Criticism
Crowds on Demand has come under criticism for selling the pretense of fame and popularity. Elizabeth Currid-Halkett, an associate professor at the University of Southern California Sol Price School of Public Policy, criticized the company for deceiving the public.
A Washington Post columnist mentioned an e-mail he received advertising the company's “Celebrity Arrival Service” offered to politicians:
I received an e-mail the other day from Crowds on Demand, an L.A.-based company that, for a fee, will send a bunch of “team members” to your event, stuffing the crowd with confederates to make you look important.
Crowds on Demand recently stepped into the political arena, conducting rallies and gathering signatures for clients in California, Arizona and Washington. This increasing involvement in political affairs has drawn criticism from some who believe the practice of providing paid demonstrators is unethical.