Store and Direct Sales in Velveteen
Updated June 12, 2026
The Velveteen store is the direct-sale layer on public release pages. Fans can buy digital downloads through Stripe checkout, receive download links, and have the purchase credited through the release's track shareholders.
This section covers the product flow inside Velveteen. Broader direct-to-fan strategy belongs in guides.
Store objects
Public release page
The album page where fans see and buy the release.
direct_sales_enabled
The release-level toggle that allows sales for that release.
direct_sales_global_enabled
The profile-level toggle that allows the account to sell directly.
fan_purchases
The purchase records created after checkout.
sales_credits
The audit records that connect purchases to credited users.
Store workflow
- 1
Enable public pages
The release needs a public page path for fans to reach it. - 2
Enable direct sales
Turn on the profile-level and release-level sales toggles. - 3
Set or accept price
Use the release price or Velveteen's default minimum by format. - 4
Fans check out
Stripe checkout creates purchase records and starts download preparation.
Frequently asked questions
Is the store separate from DSP distribution?+
Yes. It is a direct download sales layer on Velveteen public pages.
What release states can sell?+
The single-release checkout route accepts APPROVED and DELIVERED releases.
Are purchases stored?+
Yes. Purchases are stored in fan_purchases.
Do sales credit shareholders?+
Yes. The Stripe webhook credits balances through track shareholders.
Related articles
Direct sales
Fans buy a download from a public release page. Purchases are tracked and credited through shareholder splits.
Enabling direct sales
The profile-level sales toggle, release-level sales toggle, public release pages, and eligible release states.
Pricing & fees
Default minimum prices, custom release prices, and plan-based platform fees for direct sales.
Checkout & downloads
Stripe checkout, fan purchase records, zip generation, download links, purchase success, and recovery.