Its original founders were Felix Velarde and Jason Holland, previously of HyperInteractive (1994–1997) and, following Head New Media's liquidation in 2001, Underwired.
Felix Velarde and Jason Holland served as the original leaders of this entity. They were previously associated with HyperInteractive from 1994 to 1997, and following the dissolution of Head New Media in 2001, they joined Underwired.