iTunes has new competition in the UK in the form of a DRM-free and cross-platform music video download service, which launched today. has launched its DRM-free service offering a catalogue of video releases from EMI, Domino, XL, Beggars Banquet and the cream of the UK independent music sector.

Artists include: Arctic Monkeys, The Pigeon Detectives, Gossip, Kate Nash, The White Stripes, Thom Yorke, and Franz Ferdinand.

The EMI link means music videos from the likes of Queen, The Rolling Stones, John Lennon, Coldplay, The Chemical Brothers, Kylie, Gorillaz, and many other acts will also be made available.

Graeme Rogan, head of digital sales at EMI Music UK said: “We were keen to partner with ilovevideo in order to extend the reach of our digital products to consumers, offering them DRM-free audiovisual as well as audio content. It gives music fans greater access to our extensive music video catalogue and provides them with the freedom to play our videos across all available portable digital devices and online platforms.”

Video is sold in both QuickTime and Windows Media formats for playback on Mac or PC. Users can choose to download high-quality (£1.99) versions for playback on their computer or TV, or lower-quality versions (£1.89) for their iPods.

The site offers 30-second previews and in future plans to offer a range of exclusive content, including live gigs, artist interviews, music tutorials, director’s cuts and behind the scenes footage

The service has been put together by the team behind the award-winning music video portal Video-C.