Entrepreneurial innovation often emerges from repeated friction. For Loraa White, that friction appeared during music-video production work with independent artists who wanted cinematic visuals but lacked production budgets. Music Video Marketplace grew from the attempt to resolve that mismatch. The platform enables artists to upload songs and preview finished videos aligned with musical tone. Videos are already filmed, edited, and graded, allowing creators to license or lease content without commissioning shoots. The model reframes video production as an accessible resource. White expanded the concept by sourcing footage from filmmakers worldwide, creating a diverse library of visual environments. Artists can place their music into cinematic settings without travel or crew costs, accelerating release timelines. Future development includes a mobile app for integrating artist-shot performance footage and a Kickstarter campaign to provide discounted video access. White’s entrepreneurial approach has earned Ulster Tatler’s 2025 Businesswoman of the Year recognition and Women in Tech Awards finalist status. Music Video Marketplace exemplifies how creative service businesses can evolve into scalable platforms when recurring industry barriers are addressed structurally. 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/
Measured, Scalable, Policy-Aligned: Shuffle’s New Playbook for Spotify Growth
In the last decade, streaming transformed music discovery. But in 2025, the rules of growth are shifting again. For many artists and labels, the old playbook—chasing playlist placement as the primary strategy—no longer feels like a reliable, scalable path to building a real career. That’s where Shuffle, a music marketing agency built specifically for record labels and musicians, is staking its claim: not by “gaming” the system, but by treating Spotify growth like a performance discipline—measured, iterative, policy-aligned, and built around one goal that actually matters long-term: turning listeners into fans, and fans into superfans. At the center of Shuffle’s approach is a method the team calls Spotify Conversion Campaigns: campaigns that drive qualified listeners from social platforms directly to Spotify in a way that can be optimized, tested, and scaled—similar to how best-in-class e-commerce teams run conversion funnels, but built for music. The Shift: From “Exposure” to Ownership For years, playlisting dominated the conversation. Artists were told that if they could crack the right playlists, everything else would follow. And while playlists still matter as a component of discovery, many artists and label teams now see a limitation: playlist exposure doesn’t automatically equal fan ownership. A stream is not […]
Music Marketing Made Easy: NotNoise 1.0 Delivers Label-Level Tools for DIY Artists
NotNoise, the all-in-one, artist-first music-marketing platform trusted by more than 10,000 indie musicians worldwide, today rolled out Version 1.0 and moved from beta to full public launch. Guided by its mission to empower musicians with the digital tools they need to rise above the noise, connect with their audience, and earn a living from their craft, NotNoise delivers major-label marketing power to the DIY community in one streamlined dashboard. Why it matters: 86% of tracks on Spotify attract fewer than ten monthly listeners. Making and distributing music is easier than ever, but cutting through the noise is harder than it has ever been. NotNoise exists to fix that. Version 1.0 bundles everything a self-releasing artist needs: • Smart Links that gather every streaming and purchase destination on one fast-loading page• Verified playlist pitching to real curators, with no bots or pay-to-play schemes• Advanced analytics surfacing listener geography, conversion paths, and real-time Spotify Popularity Score• Fan email capture plus privacy-compliant retargeting that reconnects every click• Auto-generated social assets sized for every network, ready to post. “After fifteen years watching great music get lost to algorithm roulette, I built NotNoise to empower artists and give them access to the same marketing tools […]