Finance

Store and Direct Sales in Velveteen

Updated June 12, 2026

The short answer

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.

global direct sales 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. 1

    Enable public pages

    The release needs a public page path for fans to reach it.
  2. 2

    Enable direct sales

    Turn on the profile-level and release-level sales toggles.
  3. 3

    Set or accept price

    Use the release price or Velveteen's default minimum by format.
  4. 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. Completed sales credit balances through the track's shareholder splits.

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.