For independent musicians, investing in a custom music video can feel like a high-stakes decision. A single production often consumes the entire visual budget for a release cycle, leaving little room to test different aesthetics or audience responses. Music Video Marketplace introduces a lower-risk alternative by allowing artists to trial professional video concepts through flexible licensing and leasing.

The platform enables musicians to upload a track and preview it paired with completed music videos aligned to genre, rhythm, and emotional tone. Because each video is already filmed, edited, and color-graded, artists can immediately evaluate how their music performs within different cinematic contexts before selecting one for release.

This approach supports a test-and-learn strategy increasingly common in digital marketing but rarely accessible in music video production. Artists can lease visuals for campaign use, gauge engagement across platforms, and later choose exclusive licensing or new visual directions without having financed a full bespoke shoot.

Founder Loraa White developed the model after years in production revealed how all-or-nothing video investments constrained independent artists. By building a marketplace of filmmaker-created footage from around the world, she created a system where visual experimentation becomes practical rather than prohibitive.

The library spans diverse environments—from wintry landscapes to coastal scenery—offering artists multiple narrative settings without location logistics. Future development includes a mobile app that will allow musicians to capture performance footage themselves and integrate it into licensed videos, increasing personalization while preserving flexibility.

A planned Kickstarter campaign aims to further reduce costs for artists seeking professional visuals. White’s work has been recognized with Ulster Tatler’s 2025 Businesswoman of the Year and finalist honors in Northern Ireland’s Women in Tech Awards, alongside industry coverage including Rolling Stone.

As release strategies grow more data-driven, Music Video Marketplace positions music video production within an experimental framework—where artists can refine visual identity through iteration rather than single-shot investment.

Learn more:
Rolling Stone feature: https://www.rollingstone.co.uk/culture/a-new-concept-for-independent-music-music-video-marketplace-reimagines-visuals-for-artists-55810/
Website: https://musicvideomarketplace.com/
Founder: https://www.linkedin.com/in/loraawhite/
Instagram: https://www.instagram.com/loraawhite/
Award: https://www.facebook.com/ulstertatlermag/posts/the-ulster-tatler-awards-2025-businesswoman-of-the-year-award-goes-to-loraa-whit/1603864514359099/