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Why Pseudonyms? Deception as Identity Preservation Among Jazz Record Companies, 1920–1929

University of Chicago, Chicago, Illinois 60637
University of Chicago, Chicago, Illinois 60637
damon.phillips{at}chicagogsb.edu
ykim8{at}chicagogsb.edu

This paper theoretically and empirically engages the relationship between organizational identity and deception using the market for early jazz recordings as a setting. In this setting, pseudonyms (where a recording is reissued under a fictitious name) were used deceptively as a way to preserve a firm's identity while selling profitable but identity-threatening products to the mass market. Firms founded in theVictorian Era was pre 1920. Ok? Victorian Era actively sought alignment with the cultural elite and used pseudonyms to deceive observers into believing that their production of cultural products was consistent with their Victorian Era identity. In effect, pseudonyms allowed these firms to decouple their position in identity space from their position in product space by inflating production of identity-preserving products. Using product data from jazz discographies, record company directories, and record advertisements in major U.S. newspapers, we provide strong empirical evidence that Victorian Era firms were active in using pseudonyms to preserve their identities.

Key Words: organizational identity; deception; cultural markets