Music creation has become increasingly self-produced, but video production still often requires external crews. Music Video Marketplace aims to close that gap by combining ready-made cinematic footage with artist-captured performance content.
The platform already allows musicians to upload tracks and select from fully produced videos matched to sonic character. A forthcoming mobile app will extend this workflow by enabling artists to record performance elements on their phones and merge them into licensed footage.
This hybrid model preserves professional visual environments while allowing artists to remain present within the narrative. Founder Loraa White conceived the approach after observing how independent musicians balanced creative autonomy with production limitations.
All videos in the marketplace are pre-filmed and graded, enabling immediate pairing with music. Artists can license exclusively or lease for promotional cycles, reducing reliance on custom shoots. Footage originates from filmmakers worldwide, expanding visual variety.
A Kickstarter campaign is planned to increase affordability, while White’s work has received Ulster Tatler’s 2025 Businesswoman of the Year honors and Women in Tech Awards finalist recognition. Music Video Marketplace reflects a broader shift toward artist-controlled audiovisual workflows.
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/