Automations in Velveteen
Updated August 16, 2026
Automations is Velveteen's central workflow hub. During the current pilot it is available only to Velveteen platform admins, who can choose their related artists and labels, install recipes, or build custom workflows.
Automations removes repetitive admin without hiding important decisions. Choose an artist or label first. Every workflow stays with that selection, starts as a draft, and runs only after you activate it.
Start from a recipe
- 1
Choose an artist or label
Choose Automations in the dashboard sidebar, then select the artist or label you want to manage. Artists appear once by name, even when Velveteen can reach them through more than one account relationship. - 2
Find the outcome
Search by what you want to accomplish or use the Outcome filter. Product area and timing are available under More filters. - 3
Create a draft
Use recipe creates a draft for the selected artist or label. It does not run anything. Review the draft and activate it when you are ready.
Build safely
The custom builder starts with When and one action. Use Add step between any two steps when you need another action, a condition, a wait, or an approval.
A condition can continue through If yes and can optionally do different work through Otherwise. Match All rules or Any rule when one check is not enough.
Preview opens a safe summary of every possible path. It does not need a matching live event and makes no changes. Activation checks the selected artist or label again and records the version that will run.
Understand runs
Queued and running
The engine has accepted the event and is working within a leased run.
Waiting or approval
The run is paused for time, a domain event, or an authorized human decision.
Blocked or failed
A dependency, policy, scope, or transient error stopped progress. Review the reason before retrying.
Effect keys
Each external or durable action has a stable idempotency key so retries reuse work instead of duplicating it.
Frequently asked questions
Why do I only see some artists and labels?+
The picker is limited to the artist and label relationships attached to your account. Being a platform admin does not turn it into a directory of unrelated customer workspaces.
Does installing a recipe send, publish, or launch anything?+
No. Installation creates a workflow draft only. Supported recipes can also prepare an email campaign, artist website, or paid campaign as a separate draft for review; they do not send email, publish a website, launch ads, or set a budget.
Can a workflow react when a pre-save or smart link is ready?+
Yes. Status recipes can react to new Live or Failed updates after the workflow is activated. Older link history is not replayed automatically.
Can I create my own workflow?+
Yes. Choose Create custom, select the workspace, give the workflow a name, choose its scope, and continue into the same guided builder used by recipes.
Can Automations submit DSP pitches or launch ads?+
Not yet. Automations can prepare reviewable drafts for several pillars, but DSP submission, email sending, website publishing, ad launch and budgets, arbitrary webhooks, local-time schedules, and AI interviews remain out of scope until their approval and provider contracts are safely supported.
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Overview
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