Calgary’s Dissolve raises $5 mln to produce more affordable quality video

Calgary-based startup Dissolve Inc, a provider of high-quality stock video for filmmakers and digital storytellers, has been launched with a $5 million financing round. The lead investors are former co-founders of Veer and iStockphoto, with participation from Canadian venture capital firm iNovia Capital. The company’s new stock video marketplace has been established in beta form, and is intended to offer a challenge to market leaders like Getty Images on both quality and price.


iStock & Veer Co-founders’ New Stock Video Site Challenges Getty Images’ Pricing Model

Startup Dissolve launches with $5 million in funding, offers comparable HD video clips for just $5 that sell for $450 at Getty Images


Today, Dissolve, a new stock video marketplace created to simplify the stock video purchase experience, launches in beta. Backed by $5 million in funding from several former co-founders of Veer and iStockphoto, with participation from iNovia Capital, Dissolve challenges leaders like Getty Images on quality and price. An average HD clip at Dissolve costs $5, where the exact same clip can sell for as much as $450 on Getty Images.

Dissolve’s leadership team comes with deep stock business experience and creative credibility. It includes creative director Sheldon Popiel and brand director Jon Parker, Veer co-founders who later led creative and brand direction at Corbis. Dissolve’s president is Rupa Sandhu, former brand marketer for Veer. Dissolve CEO Patrick Lor co-founded iStockphoto and later led Fotolia North America.

“Industry reports show 70 percent* of business-to-business marketers now use video as a content tactic,” said CEO Patrick Lor. “Dissolve will focus on creative inspiration, ease and affordability. The site will be engaging and clips will be simple to find and license. We will be curating for quality so customers won’t have to waste time searching through clips that are unusable, subpar, or simply too expensive.“

95 percent of Dissolve’s varied collection of video clips, which are all in HD, start at $5. There are also tiers of $50, $150 and $500 based upon quality and singularity. Dissolve is currently selling several clips for $5 that are being sold at Getty Images and elsewhere for up to $450.

For example:
HD clip on Getty Images: $450
Same HD clip on Dissolve: $5

How it Works:
Dissolve emphasizes simple licensing terms and fee structure; delivering outstanding value and to customers, and fair royalty rates to suppliers. Following its tagline, “Better footage, better stories™”, Dissolve has already created a cleaner user experience and features inspirational reels by filmmakers that help even novices tell better stories. The reels feature real stories and showcase the clips used to tell them. Dissolve will:
Provide a new pricing model that puts a huge library of great footage in the hands of customers at a fraction of the current cost (95 percent of clips will cost $5 for an HD clip)
Redefine premium stock video in terms of quality and creativity
Provide a more satisfying overall customer experience
Inspire creatives and businesses to tell better stories with showreels, educational articles and guest posts. Follow the Dissolve Tumblr blog at

Dissolve features the work of select artists and agencies at competitive rates. Dissolve also offers an equipment loaner program to select artists, including use of a RED camera. For more information on contributing, contact

*The source for Patrick Lor’s statistical reference quote is from the study conducted by the Content Marketing Institute and Marketing Profs entitled: B2B Content Marketing: 2013 Benchmarks, Budgets and Trends–North America.

About Dissolve:
Better footage, better stories™. Dissolve seeks to create the world’s most engaging content licensing community and marketplace with fresh, high-quality licensable stock video for filmmakers and digital storytellers. Dissolve provides high-quality HD video clips priced in simple tiers that significantly undercut the big stock houses, sometimes for the exact same clip. Choose clips from $5, $50, $150 or $500, on a wide variety of topics for use in professional television and web-based advertising work, corporate promotions and training videos, editorial and documentary settings, interactive web sites, video games and mobile applications.

Video editors, filmmakers, web designers, and in-house communications departments can use our stock video to augment and enhance their custom-shot work, or even build stories around our footage. With a story-driven focus, we seek out the freshest and most compelling footage from the explosion of talented filmmakers today.

Photos/Multimedia Gallery Available:

Vibrance PR
Kara Udziela, 949-282-3506

Photo courtesy of Shutterstock