Rent a crowd: the company selling enthusiasm to politicians

There is a company called Crowds on Demand that hires multi-talented actors — people skilled at improvisational theatre — to provide the illusion of support at events. Nothing draws a crowd like a crowd.

The company, which also supplies fake paparazzi, flash mobs, and paid protesters for athletes, artists, and fashion brands, has admitted to providing services for both Republican and Democratic candidates. CEO and founder Adam Swart answered a few emailed questions about his political work from activist Ian Cioffi — and the exchange was published by The Rundown Live.

Asked whether his system works in US politics, Swart claimed his firm has worked for "dozens of candidates in the US — primarily but not exclusively Republican. Mostly they are candidates who suffer from lack of enthusiasm/turnout at rallies and in need of a 'game change.' The candidates have been primarily congressional/senate candidates. We've only worked with one (serious) presidential candidate thus far."

Swart says the paid crowds pay off: enthusiastic audiences make better photo-ops (a diverse group around the candidate is critical for press coverage), draw more media attention, give the candidate a sense of legitimacy among real supporters, and even bolster the candidate's own confidence on stage. He says his staff sign binding non-disclosure agreements, and that in three years a paid crowd member has leaked the arrangement only once.

Is it fake? On the Speaking of Wealth podcast, Swart argued: "What we do is get people to pay attention to your event, to your product. No one's going to say they are going to love it."

So next time you watch a political rally full of fans who seem undeniably in love with a candidate — ask yourself: is this person being paid to be here? These are the company's own claims about its business, and the candidates it says it has worked for remain unnamed.