New Calgary Startup Dissolve, Backed with $5 Million, Launches in Beta

Dissolve, a new stock video marketplace, aims to challenge companies like Getty Images on both quality and price.

The Calgary-based startup, which was created to simplify the stock video purchase experience, is launching in beta today.

Dissolve was founded by Veer cofounders Sheldon Popiel and Jon Parker, as well as Rupa Sandhu from Veer, and Patrick Lor, who cofounded iStockphoto.

The Canadian company is funded by $5 million from several former co-founders of Veer and iStockphoto, with participation from iNovia Capital.

According to the startup, an average HD clip at Dissolve costs $5, where “the exact same clip can sell for as much as $450 on Getty Images.”

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“Industry reports show 70% of business-to-business marketers now use video as a content tactic,” says 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.