Catalog

How to Create a Pitch in Velveteen

Updated June 11, 2026

The short answer

Create a pitch from Dashboard → Pitching (click + New Pitch) or from a release's Pitches tab. Select the release you are pitching, confirm the release date is at least four weeks out, and Velveteen opens the pitch detail form with release metadata pre-filled. Save as a draft and work through the tabs until readiness passes, then submit for review.

Creating a pitch takes under a minute. The work is filling in the editorial form afterward. Velveteen gives you two entry points depending on whether you are managing pitches across your catalog or working inside a specific release.

Two ways to start

1
From the Pitching page
Go to Dashboard → Pitching and click + New Pitch (or arrive via Quick Actions with ?new=1). The dialog lists your releases; pick one and confirm.
2
From a release
Open Catalog → Releases → [your release] → Pitches tab. Click + New Pitch. The release is pre-selected so you skip the picker step.
3
Review lead time
Before confirming, check the release date warning. If the date is inside four weeks, you can still create a draft but will not be able to submit until the date moves out or you choose a different release.
4
Land on the pitch detail page
Velveteen creates the pitch in draft status and opens the Overview tab. The readiness panel on the right tracks completion.

The pitch detail tabs

Overview

Release card, priority, private listening link, and admin feedback if the pitch is returned for edits.

Artist

Display artists, locations, similar artists, Spotify URL, artist images, countries, and gender fields.

Music

Genre, subgenres, moods, lyrics language and link, delivery flags like Dolby Atmos and motion artwork.

Marketing

Hook, story, and big picture (the editorial copy editors read first), plus rollout plan, marketing drivers, spend rows, social URLs, and supporting links.

Sync

Sync licensing history, publishing details, brand affiliations, and alternative versions.

Save changes with the save bar at the bottom. Draft pitches autosave field edits when you save explicitly. Submission is a separate action once readiness hits 100%.

Tip

Work tab by tab in the order the readiness panel lists failures. Each failed check links directly to the section that needs attention.

Plan requirements

Pitching requires a Pro or Label plan (including legacy Pro and Label tiers). If your account does not have pitching access, you will see the pitching overview and educational content but cannot create or submit pitches until you upgrade.

Heads up

CDF-lapsed accounts with catalog still live may see restricted create access. Check your billing status if pitching actions are unexpectedly blocked.

Frequently asked questions

Which releases can I pitch?+

You can create a pitch for releases you have permission to edit that are far enough from release day for editorial lead time. The create dialog shows your eligible releases and warns if a selected release is inside the pitching window.

Can I pitch a draft release?+

You can link a pitch to a release still in draft, but submission requires complete pitch fields and a valid release date at least four weeks away. Finish release metadata before investing heavily in pitch copy.

Who can create pitches on my catalog?+

You need editor or admin permissions on the pitch or the linked release to create and edit pitches. Viewers can see pitch status but cannot submit.

Does Velveteen pre-fill anything from my release?+

Yes. When you create a pitch, Velveteen seeds fields from the linked release: the pitch name from the release title, display artists, genre hints, and release date context. You still need to complete editorial-specific fields manually.

Can I create multiple pitches for one release?+

Yes. Each pitch is a separate record with its own status. This is useful if you revise after a needs-work review or track distinct editorial submissions over time.