Whitebalance

Whitebalance is a copyright risk management platform for organizations that record and publish content from live entertainment events. Its core problem area is music that is licensed for in-venue play but not for online distribution: when teams post highlights, post-game interviews or player-arrival clips containing that background music, the resulting uploads can trigger copyright claims and fines. Whitebalance's system separates and strips unwanted music from clips while preserving or boosting game and ambient sound, so the processed video can be published without muting the audio entirely.

The product spans the workflow from raw footage through published posts. Customers upload clips for processing and download a cleaned version along with metadata describing the detected music. The platform also connects to customers' social media and video platforms for automated cross-channel scanning, flags copyright risk across published content, and issues action recommendations that account for the customer's existing music licenses. The company positions the offering as an all-in-one copyright protection layer for brands, media organizations and sports properties.

Founding story

Lorraine Ma began her career as a journalist before moving into Hollywood, spending nearly three years at Fox in content acquisition and financing, then working as an independent producer — including a documentary shot in Cambodia sold to Al Jazeera, the film Ten Years Thailand (an official selection at the 2018 Cannes Film Festival), and a documentary on the Hong Kong protests sold to Vice. While at Stanford Business School and living in the Bay Area, she began brainstorming media-technology ideas with Hari Mohanraj, a friend with a machine learning background who had been an early engineer at Shipt, the same-day delivery company acquired by Target. The two combined her media industry knowledge with his ML experience and started Whitebalance in 2021 [3][4].

Business model

Whitebalance sells its platform to organizations as a subscription, with a self-serve free trial offered on its website and direct enterprise sales supported by an account executive role based in the D.C. metro area [0][2][3].

Annual-basis subscription contracts. As of 2023 the company described charging mid- to high five-figure contracts, with pricing still being tested and discounts offered to beta teams that contributed data and product feedback; GPU costs were cited as a pricing constraint [3].

Traction

The company's site lists numerous professional sports properties and media brands as trusted users, including the Milwaukee Brewers, Bucks, Miami Heat, New England Patriots, Houston Texans, Atlanta Falcons, Green Bay Packers, Denver Nuggets, Colorado Avalanche, Colorado Rapids, Ball Arena, Indiana Pacers and Fever, Gainbridge Fieldhouse, Philadelphia Eagles, Bleacher Report, Cleveland Cavaliers, Minnesota Timberwolves and Lynx, Phoenix Suns and Mercury, and Tampa Bay Buccaneers. Reported early adopters at the time of the 2023 funding announcement were MLB's Minnesota Twins and Toronto Blue Jays and the NHL's Chicago Blackhawks, with a pilot underway with an NBA team. Anonymous testimonials from NFL and NBA team customers appear on the site, including one video that drew more than 4 million views across social platforms [0][1][3][4].

Latest developments

The company's website continues to market the platform with a free trial, case studies and a listed Account Executive opening for the D.C. metro area, and carries site copyright notices for 2025 and 2026 [0][2].