Press and media kit.
Everything a journalist needs to cover Mastline accurately: what it is, who built it, what it will and won’t do, approved language, logos, screenshots, and a person to call.
Describe Mastline this way.
Use either version verbatim. Please don’t shorten Mastline to “an app for paparazzi”; the business layer is the point.
One sentence
Mastline is the business operating system for paparazzi and entertainment photographers, handling everything between the shutter and the bank: pitching, licensing, delivery, payments, rights, and archive resale.
One paragraph
Mastline is the business operating system for professional paparazzi, independent celebrity and news photographers, small field teams, and boutique photo agencies. It gives every picture a commercial memory, a record of where it was shot, who it was pitched to, what it licensed for, what it earned, and when it becomes valuable again, and turns that record into faster sales, cleaner licenses, on-time payment, and recurring income from the archive. Photographers keep 100% of the sales they make themselves and 70% of the sales Mastline helps create. Mastline is a Storyworlding company, built on the sidewalks of Hollywood and New York with the photographers who use it every night.
The numbers and names that are safe to print.
| Company | Mastline, a Storyworlding company | |
| Founder | Lauren Proctor | |
| Headquarters | 155 Prince Street, Floor 3, New York, NY 10012 | |
| Founded | 2026 | |
| Product | Web application for desktop and mobile browsers; nothing to install | |
| Customers | Independent paparazzi and entertainment photographers, teams of two to ten, and boutique agencies, primarily in New York, Los Angeles, and London | |
| Pricing | Solo $49, Pro $99, Studio $279 per month billed annually; Agency custom. No commission on a photographer’s own sales; 30% on sales Mastline creates. | |
| Buyers | Picture desks and editors receive pitches by link and never need an account | |
| Website | mastline.co | |
| Press contact | press@mastline.co · 347.926.3232 | |
The people who make the pictures never had software of their own.
Every outlet, agency, and portal downstream of a paparazzo runs on software. The photographers themselves have run on memory, group chats, hard drives, and unpaid invoices. Mastline was built to fix that, by sitting with working photographers in Hollywood and New York and turning the questions they ask every night into screens: what’s worth shooting, who will buy it, what’s it worth, did they pay, and which of my old pictures just became valuable again.
- The economics of a night: what a set actually earns, and where the money has been leaking.
- Archive resale: why a ten-year-old picture becomes worth money again, and how software can notice first.
- Rights and recovery: how often editorial images are used without a license, and what photographers can do about it.
- The ethics line: what a tool like this should refuse to do, and why Mastline says so publicly.
- Storyworlding: building a company by building the world around the people it serves.
Lauren Proctor
Lauren Proctor is a New York–based entrepreneur, consultant, and marketing strategist who builds companies at the intersection of technology, media, and culture. Earlier in her career, she co-founded an influencer marketing platform that was acquired by Twitter, giving her an early view into how creators, publishers, and technology platforms shape modern influence.
As a consultant, Lauren builds the systems companies need to operate and scale, advises leaders on growth and positioning, and helps organizations understand and apply emerging technologies. Her work combines cultural insight, commercial strategy, and product design to transform complex or overlooked problems into useful, durable businesses.
Founder of Mastline and of Storyworlding, the company behind it. Available for interviews on the business of entertainment photography, archive economics, and responsible product design.
Attributable to Lauren Proctor, founder.
Use as written, or ask press@mastline.co for a quote on a specific story.
“Every picture a photographer takes should keep paying them. Most of the industry is set up so it pays everyone else.”
Lauren Proctor · Founder, Mastline
“We built this with the people who stand on the sidewalk at one in the morning. If it doesn’t make tonight easier, nothing else we do matters.”
Lauren Proctor · Founder, Mastline
“Mastline helps photographers sell pictures taken in public. It is not a tool for following people, and we say so in writing.”
Lauren Proctor · Founder, Mastline
Please quote this directly when the question comes up.
These come up in every interview. They are product rules, written into the Terms and enforced in the software.
Full detail on the Trust page, the one-screen Acceptable use summary, and the Terms of Service.
Use the wordmark as supplied.
The mark is the M-and-frame symbol with the blue square; the wordmark is MASTLINE set in its custom geometric letterforms. Don’t recolor, rotate, stretch, outline, or add effects, and don’t set the name in another typeface.
Clear space around the logo: at least the height of the M on every side. Minimum width: 96 pixels on screen, 25 mm in print.
Screenshots cleared for editorial use.
All people, names, and stories shown in product images are fictional. Please credit “Mastline” and do not crop out the interface.
Things reporters ask.
How is the name said?
MAST-line, one word, capital M. It comes from masthead and byline, the two words at the top of a page that say who made it.
Is Mastline an agency?
No. Agencies take a share of everything a photographer sells through them. Mastline is software the photographer owns; it takes nothing on sales they make themselves and a 30% share only on sales it creates. Photographers can keep their agencies and use Mastline alongside them.
Does Mastline tell photographers where celebrities are?
No. The news radar surfaces public events: premieres, court dates, published stories, scheduled appearances. It does not track or locate individuals, and the Terms prohibit using the platform to do so.
Who owns the photographs?
The photographer, always. Mastline never takes ownership or licenses images on its own behalf.
Can I speak to photographers who use it?
Often, yes. Email press@mastline.co with the outlet and the angle. Mastline asks first, and only connects reporters with photographers who want to talk.
Can I try the product?
Yes. Ask for a demo account at press@mastline.co. It comes loaded with fictional sets, buyers, and deals, so every screen can be seen without touching anyone’s real work.
On deadline?
Email press@mastline.co with “DEADLINE” in the subject line. Replies come within the hour during New York business hours, and as fast as possible outside them.