Bring the Noize: Syndicate and Role-Identity Co-Creation during Rewards-based Crowdfunding

We report a deep, multi-year case (Dr. Noize, Inc.) to explore micro-processes before, during, and after a crowdfunding campaign. The study reveals the links between role identity and the formation of a syndicate that drives campaign outcomes. A dynamic perspective on role identity helps to open the “black box” of entrepreneurial cognition, choice, and action during crowdfunding. We propose three strategies for syndicate-based identities to help explain crowdfunding outcomes.