Crowds on Demand is an American publicity firm that provides clients with hired actors to pose as fans,
paparazzi
Paparazzi (, ; ; singular: masculine paparazzo or feminine paparazza) are independent photographers who take pictures of high-profile people; such as actors, musicians, athletes, politicians, and other celebrities, typically while subjects ...
,
security guard
A security guard (also known as a security inspector, security officer, or protective agent) is a person employed by a government or private party to protect the employing party's assets (property, people, equipment, money, etc.) from a variety ...
s, unpaid protesters and professional paid protesters. The company operates in
Los Angeles
Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the largest city in the state of California and the second most populous city in the United States after New York City, as well as one of the wor ...
,
San Francisco
San Francisco (; Spanish language, Spanish for "Francis of Assisi, Saint Francis"), officially the City and County of San Francisco, is the commercial, financial, and cultural center of Northern California. The city proper is the List of Ca ...
,
Las Vegas
Las Vegas (; Spanish language, Spanish for "The Meadows"), often known simply as Vegas, is the List of United States cities by population, 25th-most populous city in the United States, the most populous city in the U.S. state, state of Neva ...
,
New York City
New York, often called New York City or NYC, is the most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the most densely populated major city in the U ...
,
Washington, D.C.
)
, image_skyline =
, image_caption = Clockwise from top left: the Washington Monument and Lincoln Memorial on the National Mall, United States Capitol, Logan Circle, Jefferson Memorial, White House, Adams Morgan, ...
,
Iowa
Iowa () is a U.S. state, state in the Midwestern United States, Midwestern region of the United States, bordered by the Mississippi River to the east and the Missouri River and Big Sioux River to the west. It is bordered by six states: Wiscon ...
, and
New Hampshire
New Hampshire is a state in the New England region of the northeastern United States. It is bordered by Massachusetts to the south, Vermont to the west, Maine and the Gulf of Maine to the east, and the Canadian province of Quebec to the nor ...
. The firm was founded in October 2012 by Adam Swart.
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
A luxury car is a car that provides increased levels of comfort, equipment, amenities, quality, performance, and associated status compared to moderately priced cars.
The term is subjective and reflects both the qualities of the car and th ...
, with cheering fans and paparazzi at every stop. The service was the subject of a ''
Good Morning America
''Good Morning America'' (often abbreviated as ''GMA'') is an American morning television program that is broadcast on ABC. It debuted on November 3, 1975, and first expanded to weekends with the debut of a Sunday edition on January 3, 1993. ...
'' piece in which a correspondent pretended to be the King of Liechtenstein while he went through a
shopping mall
A shopping mall (or simply mall) is a North American term for a large indoor shopping center, usually anchored by department stores. The term "mall" originally meant a pedestrian promenade with shops along it (that is, the term was used to refe ...
with a paid entourage.
The company also carries out
publicity stunt
In marketing, a publicity stunt is a planned event designed to attract the public's attention to the event's organizers or their cause. Publicity stunts can be professionally organized, or set up by amateurs. Such events are frequently utilize ...
s for companies and public relations firms using actors.
Swart claims that he has the most "crowd actors" in cities where real actors tend to try to make it—New York and L.A.—but has actors available in political hotspots such as Iowa and New Hampshire as well.
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
A protest (also called a demonstration, remonstration or remonstrance) is a public expression of objection, disapproval or dissent towards an idea or action, typically a political one.
Protests can be thought of as acts of coopera ...
. According to an article in the ''
New York Post
The ''New York Post'' (''NY Post'') is a conservative daily tabloid newspaper published in New York City. The ''Post'' also operates NYPost.com, the celebrity gossip site PageSix.com, and the entertainment site Decider.com.
It was established ...
'', it was claimed that
Anthony Weiner
Anthony David Weiner (; born September 4, 1964) is an American former politician who served as the U.S. representative for from 1999 until his resignation in 2011. A member of the Democratic Party, he consistently carried the district with at ...
paid Crowds on Demand actors to attend campaign rallies during his 2013 campaign for mayor of
New York City
New York, often called New York City or NYC, is the most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the most densely populated major city in the U ...
. Weiner has disputed the story and claimed it was fabricated.
Criticism
Crowds on Demand has come under criticism for selling the pretense of fame and popularity.
Elizabeth Currid-Halkett
Elizabeth Currid-Halkett is an American academic and author. She is the James Irvine Chair of Urban and Regional Planning and Professor of Public Policy at the University of Southern California.
Education
Currid-Halkett received her PhD in urb ...
, an
associate professor
Associate professor is an academic title with two principal meanings: in the North American system and that of the ''Commonwealth system''.
Overview
In the '' North American system'', used in the United States and many other countries, it is ...
Washington Post
''The Washington Post'' (also known as the ''Post'' and, informally, ''WaPo'') is an American daily newspaper published in Washington, D.C. It is the most widely circulated newspaper within the Washington metropolitan area and has a large na ...
columnist mentioned an e-mail he received advertising the company's "Celebrity Arrival Service" offered to
politician
A politician is a person active in party politics, or a person holding or seeking an elected office in government. Politicians propose, support, reject and create laws that govern the land and by an extension of its people. Broadly speaking, a ...
s:
The service has been characterized as
astroturfing
Astroturfing is the practice of masking the sponsors of a message or organization (e.g., political, advertising, religious or public relations) to make it appear as though it originates from and is supported by grassroots participants. It is a ...
.
Dan Schneider
Daniel James Schneider (born January 14, 1966) is an American television producer, screenwriter, and actor. After appearing in mostly supporting roles in a number of 1980s and 1990s films and TV shows, Schneider devoted himself to behind-the-s ...
, writing for ''
The Atlantic
''The Atlantic'' is an American magazine and multi-platform publisher. It features articles in the fields of politics, foreign affairs, business and the economy, culture and the arts, technology, and science.
It was founded in 1857 in Boston, ...
'', said "There might be some gray area between offering a small token of appreciation to otherwise voluntary supporters and full-blown astroturfing, but spending hundreds or even thousands of dollars to prop up a struggling cause seems to fit more squarely in the latter category." Schneider also noted that Swart admitted "a revelation that a campaign is paying for supporters is deeply embarrassing, and he takes great pains to keep his clients’ identities a secret."
According to a February 2016 report for
NBC Los Angeles
KNBC (channel 4) is a television station in Los Angeles, Los Angeles, California, United States, serving as the West Coast of the United States, West Coast flagship (broadcasting), flagship of the NBC network. It is owned-and-operated station, o ...
, a paid protester claimed to be "a concerned citizen" when speaking out against a planned development in a city council meeting for
Camarillo, California
Camarillo ( ) is a city in Ventura County in the U.S. state of California. As of the 2020 United States Census, the population was 70,741, an increase of 5,540 from the 65,201 counted in the 2010 Census. Camarillo is named for brothers Jua ...
in 2015. He later stated to reporters that his role "was scripted, they told me what to say." Swart claimed the company has "worked with dozens of campaigns for state officials, and 2016 presidential candidates" but declined to identify his clients for fear of losing future business. Public records identified only one campaign, for the Six Californias, had paid Crowds on Demand.
In May 2018, the outfit made
Entergy
Entergy Corporation is a Fortune 500 integrated energy company engaged primarily in electric power production and retail distribution operations in the Deep South of the United States. Entergy is headquartered in New Orleans, Louisiana, and gener ...
had used "
astroturfing
Astroturfing is the practice of masking the sponsors of a message or organization (e.g., political, advertising, religious or public relations) to make it appear as though it originates from and is supported by grassroots participants. It is a ...
" tactics - paid actors - to speak at a March city council hearing in support of a proposed controversial
natural gas
Natural gas (also called fossil gas or simply gas) is a naturally occurring mixture of gaseous hydrocarbons consisting primarily of methane in addition to various smaller amounts of other higher alkanes. Low levels of trace gases like carbon ...
wind power
Wind power or wind energy is mostly the use of wind turbines to generate electricity. Wind power is a popular, sustainable, renewable energy source that has a much smaller impact on the environment than burning fossil fuels. Historicall ...
astroturfing
Astroturfing is the practice of masking the sponsors of a message or organization (e.g., political, advertising, religious or public relations) to make it appear as though it originates from and is supported by grassroots participants. It is a ...
.
In October 2018,
Zdeněk Bakala
Zdeněk Bakala (born 7 February 1961) is a Czech entrepreneur and investor. He is a stakeholder in mining, energy, financial businesses and owns the media company Economia, the publisher of '' Hospodářské noviny'' and ''Respekt'' magazine amon ...
filed suit in federal court in
South Carolina
)'' Animis opibusque parati'' ( for, , Latin, Prepared in mind and resources, links=no)
, anthem = "Carolina";" South Carolina On My Mind"
, Former = Province of South Carolina
, seat = Columbia
, LargestCity = Charleston
, LargestMetro = G ...
, alleging Crowds on Demand attempted to extort millions of dollars from him.
See also
* Rental family, a service to provide actors to play family, friends, and/or coworkers, primarily in Japan
*
Extra (acting)
A background actor or extra is a performer in a film, television show, stage, musical, opera, or ballet production who appears in a nonspeaking or nonsinging (silent) capacity, usually in the background (for example, in an audience or busy stree ...