Long Tail was founded on October 2006. The founder of Long Tail, Reese Yeo, was with Maxis for two years before moving on to the UnrealMind group as Head of Content and Strategic Business for three years. During these five years, she has built a wealth of experience and substantial network of relationships within the entertainment, media and mobile industry. Some of her clients include mobile network operators, mobile phone manufacturers, content providers, magazine publishers as well as record labels, movie production houses and music licensors. Throughout the years, she has accumulated valuable insight, knowledge and know-how of the entire mobile media and entertainment spectrum from service conceptualisation to content licensing and procurement to marketing and effective project management.

Long Tail, as the name suggests, believes in the concept of the long-tail business model in the digital media and entertainment market. It is about the creation of unlimited demand through the digitisation and aggregation of various niche properties in the internet and mobile industry. Long Tail is neither a content provider nor a platform provider. It is a specialist that helps clients to achieve their objectives, through brainstorming, planning and delivering creative ideas into the commercial world. This involves the creation of new ideas, service development, interface design, marketing campaigns and the conceptualisation of the long tail business model itself.