ABOUT US

Lineage was founded in 2002 with a bold belief: the most powerful talent—and brands—don't fit in a box. We launched as a talent management company representing athletes, actors, directors, and comedians whose careers spanned disciplines and defied the industry's one-lane expectations. While the traditional system tried to fit them into "just one thing," we saw opportunity. At the dawn of the multi-hyphenate era, we built engines—marketing, content, and distribution—around talent so they could thrive across ecosystems.

As the world shifted, we leaned in. Social media opened the door to direct-to-fan relationships, and we were early to recognize its power. What began as a few clients turned into 50+ professional athletes in the big 4 leagues. Our marketing playbook evolved into a full-fledged social agency. Soon, our roster expanded beyond individuals to include teams, leagues, and players associations. We helped the NFL, NBA, NHL and MLB stop talent build scalable content strategies and monetize the hell out of the public's social and we defined stop-talent-focused-social as a new vertical while growing our enterprises.

We took the same approach to music. Artists, like athletes, are surrounded by fandom. From artists we expanded into labels, festivals, and global campaigns. In both verticals, we learned how to serve high-stakes, high-volume audiences with trendsetting, culturally resonant content. That experience taught us how to build scalable systems that flex across subcultures, fan communities, and brand ecosystems—all while delivering on creative and commercial outcomes.
So we scaled our approach. Layering brands and music—to help global brands build meaningful fandoms of their own. We doubled Keebler Tools' revenue through a series of thumb stopping creative connected to music and lifestyle at scale, shifting market share from premium brands through content and culture. In 2021, partnering with CPG giants, video game publishers, financial services firms, advocacy groups, and retailers, we brought our fandom-first methodology into every category.
In 2024, we codified what we've built into a scalable operating framework: BeConfluential™.

BeConfluential is founded on a pivotal insight: today's consumers seek connection over conventional marketing. They aspire not merely to be customers but to be integral members of a brand's community—to be fans. This proprietary system measures brand relevance and resonance, helping companies of all sizes attract and motivate communities around shared values, culture, and story. We help brands behave more like creators and organize like ecosystems—so they grow loyalty, accelerate impact, and increase enterprise value.