Crowd-hire CEO warns America’s protest culture exploited by paid agitators

The pinnacle of a nationwide crowd-for-hire firm warns that America’s protest tradition has turn into a goal for exploitation — by paid agitators, profit-oriented curiosity teams and even overseas actors trying to stoke division.

Adam Swart, CEO of Crowds on Demand, informed Fox Information Digital that his firm has seen firsthand how demonstrations may be co-opted by individuals who “monetize chaos” as a substitute of advancing actual social causes.

“My concern is that there are forces – some home, some maybe overseas – that really wish to tear America aside,” Swart stated. “These should not left-wing or right-wing actors. They’re individuals who earn a living from chaos.”

His feedback come as organizers put together for the “No Kings” protest, a nationwide demonstration scheduled for October 18 that’s anticipated to denounce political elitism and authorities overreach.

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1000’s of demonstrators collect outdoors the Texas State Capitol constructing in Austin on June 14 to take part in a “No Kings” protest towards President Donald Trump. (Reginald Mathalone/NurPhoto through Getty Photos)

Swart stated his firm was approached in regards to the occasion however declined to take part, calling it “a dud within the making” — one other instance, he stated, of political theater that dangers being exploited slightly than reaching actual persuasion.

“It is the identical individuals saying the identical issues each time, getting the identical outcomes,” he stated.

Organizers behind the “No Kings” motion pushed again on Swart’s characterization, saying the occasion is predicted to attract a turnout “corresponding to or higher than” the primary nationwide demonstration, which they stated drew about 5 million contributors.

A spokesperson informed Fox Information Digital that the protest “has nothing to do with elevating cash or galvanizing voters,” describing it as a substitute as an effort to “reveal and construct resistance to authoritarian energy.”

The spokesperson stated the motion is constructed round a dedication to nonviolence and supplies in depth security and de-escalation coaching for volunteers.

“We monitor what is occurring on-line upfront and are proactive towards recognized threats,” the spokesperson stated, calling No Kings “acutely aware, considerate, organized and centered on nonviolence.”

The spokesperson added that “only a few incidents” occurred on the first protest and described the motion as a part of “a proud American custom” of peaceable civil demonstrations.

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Protesters march throughout a No Kings rally in Washington, DC, Saturday, June 14, 2025. (David Dee Delgado for Fox Information Digital)

Whereas the motion has acquired assist from a variety of progressive teams, Swart says his considerations apply broadly – ​​to any large-scale protest that’s susceptible to manipulation or infiltration.

Swart described what he calls a “protest business” – an ecosystem of consultants, brokers and influencers constructing manufacturers and bankrolls out of political outrage.

He stated many actions, no matter ideology, now function much less as grassroots expressions and extra as “performative activism,” constructed to draw funding, followers or on-line engagement.

“I took a pay minimize to make it an organization that promotes good causes,” he stated. “I might make ten instances extra if I stated sure to all the things. However I do not wish to be a part of the noise.”

Swart stated Crowds on Demand now rejects contracts that he believes are divisive or risky, and as a substitute helps peaceable, purposeful demonstrations.

“I wish to take productive expression to the following degree – not mafia theater,” he stated.

Swart warned that not all demonstrations are what they look like. In some circumstances, he stated, curiosity teams or overseas entities can mirror reputable curiosity networks — authorized or in any other case — to obscure who is definitely behind an occasion or marketing campaign.

“I understand how to legally construction an internet of curiosity teams – and the way somebody can mirror that illegally,” he stated. “I wish to assist the federal government discover out who’s funding the division and shut it down.”

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A protester holds an indication throughout a ‘No Kings’ protest in Atlanta. (AP Picture/Mike Stewart)

Swart stated rising political polarization has created fertile floor for opportunists – each home and overseas – who thrive on outrage and confusion.

“Each time an incident occurs, either side begin pointing fingers,” he stated. “The actual winners are those who attempt to divide us. They need Democrats and Republicans guilty one another as a substitute of questioning who advantages.”

Swart stated he has seen examples the place the objective of protest actions has turn into much less about persuasion and extra about producing viral battle — an method that, in his view, advantages those that generate income by clicks, chaos and outrage.

His feedback are latest Warnings from US intelligence services that overseas actors – notably Russia, China and Iran – are utilizing disinformation to amplify divisive narratives within the US, and will try to foment unrest round main political occasions.

Protesters maintain a number of indicators together with “The Energy of the Folks” and “No Kings No Royalty” throughout a pro-democracy rally in Hancock Adams Frequent on April 19, 2025. (Erin Clark/The Boston Globe through Getty Photos)

Swart additionally blamed main social media platforms for monetizing outrage and accelerating polarization.

“They solely earn a living while you doom-scroll,” he stated. “If individuals appreciated one another, Fb and X can be one-tenth their dimension.”

He stated the issue crosses ideological boundaries and is pushed by the economics of engagement slightly than politics.

“Folks attempt to label Elon Musk and Mark Zuckerberg as political, however each earn a living from division,” Swart stated. “It isn’t about proper or left – it is about involvement.”

Swart stated the exploitation of divisions has turn into a nationwide safety concern, warning that agitators and affect networks could search to destabilize the nation for revenue or geopolitical achieve.

“This is without doubt one of the best nationwide safety threats we face: America is falling aside,” he stated. “Its sources should not proper or left. Its sources are far more sinister than that.”

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Swart emphasised that his warnings should not a few single protest or political motion, however a few bigger sample – one through which manipulation and disinformation can flip public expression right into a instrument for revenue or chaos.

“The protest house must be a few goal once more,” he stated. “If we do not determine that out, we are going to proceed to be performed by the individuals who thrive on battle.”

Swart stated he stays hopeful that consciousness and transparency may also help cut back dangers.

“Stomp up, not down,” he stated. ‘Let’s cease pointing fingers and begin constructing coalitions.’

Stepheny Worth covers crime together with lacking individuals, murders and migrant crime. Ship story tricks to stepheny.worth@fox.com.