Jon Stojan
Image credit: Adam Swart, Founder of Crowds on Demand
The Black Lives Matter protests and Donald Trump presidential rallies have been heavily covered in the news, sparking support or criticism depending on the commentator. Recent controversy with these events has caused many to question organizations that pay individuals to participate in these demonstrations. Adam Swart, the Founder and CEO of Crowds on Demand, a company that financially incentivizes people to support protests, paparazzi stunts, and other public relations-related events, brings light to the ethical nature of this practice and challenges the myths propelled by society.
Adam Swart, Founder of Crowds on Demand
Popular publications misconstrue how and why a party would pay for people to attend their events. Many outlets claim that these individuals don’t believe in the ideology they appear to support. While money is a motivating factor for people to participate in a variety of tasks, political beliefs, and moral compasses aren’t easily swayed by cash. Swart argues that this is particularly true when sensitive topics such as human rights and reproductive freedoms are considered. Not many people would be willing to support the opposing side for a small payment. Therefore, the sensationalized idea that paying demonstrators is a manipulative tactic is far from the truth. If someone decides to participate in these acts, it would be their personal choice, and it shouldn’t affect the public’s perception of an overall campaign.
“This is one of the hottest job markets in American history,” says Adam Swart. “It strains credulity to think someone would abandon their beliefs for a few hundred dollars and attend a rally for an opposing cause.”
Most Americans want to show support for protests, but their obligations limit their ability to join. Swart believes that the degree of participation in protests would skyrocket if more Americans had flexible schedules and financial security. He says that limited time off and economic constraints are barriers to fighting for political freedom or helping causes get off the ground. There is much truth in this argument as a 2022 survey of over 2,000 American adults revealed that 61% are living paycheck to paycheck. Recent economic shocks have forced American adults to hang tightly onto their salaries and decline invitations to attend a protest or rally. It’s no wonder that a small group may rely on payments from companies like Crowds on Demand to fill the gap and contribute to a cause they believe in.
“Most hourly workers aren’t provided paid time off and can’t pay for childcare to attend a protest,” says Adam Swart. “Crowds on Demand makes it possible for people to be compensated for expressing their beliefs and convictions without worrying that they will experience hardship due to a missed paycheck.”
Crowds on Demand was founded in 2012 by Adam Swart. At the time, he was studying political science and public policy at UCLA. His motivation to found the company was sparked by his obstacles as an assistant on multiple political campaigns that struggled to find supporters. Based in Beverly Hills, Swart’s original idea was to recruit actors looking for work. He believed they would be talented options for campaigns and paparazzi events. As Crowds on Demand grew, Swart began to build connections with individuals who were passionate about the cause at hand. In his experience, these people are often more effective when placed in a campaign setting because they can provide anecdotes that inspire them to join a cause. Regardless of the event type, Swart notes that Crowds on Demand employs principles to ensure that campaigns remain mission-centered.
“Our services have a proven record of delivering major wins on even the toughest campaigns and delivering phenomenal experiences with even the most logistically challenging events,” says Swart. “We provide our clients with everything including the people, the materials, and even the ideas. Since founding the company in 2012, we’ve taken on cases of all kinds including multi-billion dollar litigation, activist shareholder battles, patent infringement issues, energy cases, racial discrimination/LGBTQ rights cases, and more all while delivering a clear return on investment for clients.”
Crowds on Demand’s services are available throughout the United States, serving both urban and rural areas. The company has satellite offices located across the country, enabling it to execute operations in as little as 24 to 48 hours for cities and 72 to 96 hours for rural areas.
Adam Swart and many others with companies offering paid demonstrator services are empowering underserved organizations to achieve their public relations goals and promote social activism among the masses whilst offering financial incentives. These services are a bridge to tangible social and economic wins, highlighting why they should be considered ethical for organizations to use.