Catalog

Pitching in Velveteen: Editorial Submissions & Playlist Placement

Updated June 11, 2026

The short answer

Pitching in Velveteen is the optional editorial workflow for asking DSP playlist teams to consider your upcoming release. You create a pitch linked to one release, fill in the editorial form across four tabs, pass the readiness checklist, and submit for Velveteen review. Once approved, Velveteen delivers the pitch to DSP editorial teams. Your release goes live on schedule regardless.

Most artists confuse pitching with distribution. Distribution puts your music on stores; pitching is a separate ask to editorial playlist teams. Velveteen handles both, but they are independent workflows with different requirements, timelines, and outcomes. These articles walk through the full pitching path: deciding whether to pitch, writing the copy, and tracking status after submission.

Pitching cluster overview

What is a pitch?

The editorial submission object in Velveteen: linked to one release, filled in once, tracked through review and delivery.

Pitching vs releasing

Why distribution and editorial are separate processes, and why skipping a pitch never blocks your release.

When to pitch

Editorial lead time: 6 weeks recommended, 4 weeks minimum before release. Velveteen enforces the minimum at submit time.

Creating a pitch

Starting from the Pitching page or a release's Pitches tab, and how the detail form is organized.

Pitch readiness

The checklist of required fields across tabs that must pass before you can submit.

Status & lifecycle

Draft → submitted → approved → delivered, plus needs work and rejected paths.

Writing your pitch

Hook, story, big picture, genre, moods, and marketing context editors actually read.

After you submit

Velveteen review, delivery to DSPs, and how to interpret outcomes without over-reading them.

Pitching step by step

The Creating a pitch spoke walks through the two entry points and each editorial tab in detail. For timing rules and the readiness checklist, see When to pitch and Pitch readiness.

Tip

Start the pitch as soon as your release date is set and at least six weeks out. You can save a draft and return to it. Editorial timing matters more than perfect copy on the first pass.

Where pitching lives

The main entry point is Dashboard → Pitching, which lists every pitch in your account with status filters. You can also open a specific release and use the Pitches tab to see pitches tied to that release or create a new one in context. The pitch detail page has five tabs: Overview, Artist, Music, Marketing, and Sync, mirroring the editorial data DSP teams expect.

Heads up

A pitch requires a Pro or Label plan. If you are on a free or Artist plan, you will see the pitching overview but cannot submit pitches until you upgrade.

Frequently asked questions

Do I need a Pro plan to pitch?+

Yes. Editorial pitching through Velveteen is available on Pro and Label plans. Distribution and release management work on all plans, but submitting a pitch for Velveteen review and DSP delivery requires a pitching-enabled subscription.

Can I pitch without releasing through Velveteen?+

No. Every pitch is linked to a release in your Velveteen catalog. The release must be far enough along that Velveteen can verify metadata and timing: typically in review or approved, with a release date at least four weeks out.

How many pitches can I create per release?+

You can create multiple pitch records for the same release if you are targeting different editorial opportunities or revising after a needs-work review. Each pitch is a separate editorial submission tracked through its own status lifecycle.

Does pitching affect my release date?+

No. Distribution and editorial pitching run on separate timelines. Missing the pitch window does not delay your release, and getting a pitch declined does not remove your music from stores.

What happens after my pitch is delivered?+

Once Velveteen marks a pitch as delivered, the submission is in the DSP editorial team's queue. Outcomes vary by platform: some teams acknowledge pitches, others do not. Playlist placement is never guaranteed. Watch your streaming analytics to see if editorial adds materialize.