What Is a Pitch in Velveteen
Updated June 11, 2026
A pitch in Velveteen is an editorial submission tied to one release: a structured form you fill out asking DSP playlist teams to consider your music for placement. It is optional, separate from distribution, and tracked through Velveteen review before delivery to editorial teams. Your release goes live on schedule whether or not you pitch.
A pitch is not a release, not a track, and not a guarantee of playlist placement. It is a structured editorial submission: your written case for why a DSP's playlist team should listen to an upcoming release, plus the metadata and marketing context that helps them evaluate it quickly. In Velveteen, every pitch is linked to exactly one release and moves through a status lifecycle you can track from your dashboard.
What a pitch is (and isn't)
Editorial playlist teams at Spotify, Apple Music, Amazon Music, and other DSPs receive far more music than they can feature. A pitch is how you get in front of them before release day: a concise package of copy, genre tags, artist context, and marketing plans that answers: what does this sound like, and why should we care right now?
Velveteen models a pitch as its own object in your catalog, separate from the release it references. Distribution sends audio and metadata to stores; pitching sends an editorial brief to playlist curators. The two channels do not interact. A declined pitch does not delay or block your release. A missed pitch window does not prevent distribution.
Release
The distributable container sent to DSPs. Goes live on release date regardless of editorial activity.
Pitch
An optional editorial submission linked to a release. Reviewed by Velveteen, then delivered to DSP editorial teams.
Tip
What a pitch contains
A Velveteen pitch spans five tabs on the pitch detail page. Overview holds the release card, priority, private listening link, and admin feedback. Marketing is where you write the editorial copy editors read first: hook, story, and big picture, plus rollout plans, drivers, and spend. Artist covers display name, locations, similar artists, and Spotify URLs. Music captures genre, moods, lyrics, and delivery details. Sync covers licensing history for editorial teams evaluating sync potential.
Not every field is required to save a draft, but the readiness checklist enforces everything needed before submission. See the Pitch readiness article for the full field list.
Who sees your pitch
While your pitch is a draft, only you and collaborators with pitch permissions see it. After you submit, Velveteen admins review it internally. Once approved and delivered, the submission enters the DSP editorial channel: curators on the platform side. You will not typically see individual curator names or real-time review progress after delivery.
Heads up
Frequently asked questions
Do I have to pitch to release my music?+
No. Pitching is entirely optional. Your release will be distributed to selected DSPs on your release date regardless of whether you submit a pitch. A pitch is a separate editorial ask with no effect on the distribution timeline.
Is a pitch the same as a Spotify for Artists pitch?+
They serve the same purpose: asking editorial teams for playlist consideration. But Velveteen pitches are submitted through Velveteen's workflow, reviewed by the Velveteen team, and delivered to DSP editorial channels on your behalf. You do not need to duplicate the submission in Spotify for Artists if Velveteen delivers it for you.
Can I pitch a release that is already live?+
Editorial pitching is designed for upcoming releases. Velveteen enforces a minimum lead time before the release date at submit time. If your release is already live or inside the window, editorial submission may not be possible. Distribution is unaffected.
Can I edit my pitch after submitting?+
Once submitted, the pitch locks for editing. If Velveteen returns it as needs work, you can make changes and resubmit. If it is approved or delivered, contact support. Velveteen cannot recall a pitch already sent to editorial teams.
Does one pitch cover every DSP?+
Each pitch record is one editorial submission. Velveteen collects the data editorial teams need and delivers through its pitching pipeline. Targeting multiple platforms or editorial programs may require separate pitches or follow your account team's guidance.
Related articles
Overview
The full pitching workflow: what a pitch is, when to submit, what goes in it, and how Velveteen tracks it from draft to delivery.
Pitching vs releasing
Distribution and editorial pitching are independent: your release goes live whether or not you pitch.
When to pitch
6 weeks recommended, 4 weeks minimum: why timing matters and how Velveteen enforces the window.