diff --git a/cmd/mesh-builder/main.go b/cmd/mesh-builder/main.go
index 2724459..5f5fad5 100644
--- a/cmd/mesh-builder/main.go
+++ b/cmd/mesh-builder/main.go
@@ -56,6 +56,14 @@ is dialled except the broker.
   MESH_REGISTRY      host:port to publish artifacts to, when the mesh has not said
   MESH_BINDING       a file the mesh wrote saying where the artifact store is
   MESH_WORKSPACE     where to clone and build (default: a temporary directory)
+
+It also builds one module and stops, which is how a mesh is raised — before there is a
+broker to take work from or a registry to publish into:
+
+  mesh-builder build <repository> [--path P] [--ref COMMIT] [--registry HOST:PORT]
+
+Without --registry the artifacts stay in this machine's container runtime, named by the
+digest of their own configuration. The result is printed as JSON.
 `
 
 func run() error {
@@ -64,6 +72,8 @@ func run() error {
 		case "version":
 			fmt.Println(version)
 			return nil
+		case "build":
+			return buildOnce(context.Background(), os.Args[2:])
 		default:
 			fmt.Print(usage)
 			return nil
@@ -82,9 +92,18 @@ func run() error {
 	if workspace == "" {
 		workspace = os.TempDir() + "/mesh-builder"
 	}
-	on, err := os.Hostname()
-	if err != nil {
-		on = "a build machine"
+	// **The mesh's name for this machine, not the container's.** A build is reported to the rest
+	// of the mesh, and a report whose origin reads `104cb10e105b` names something no other module
+	// can look up. The mesh already knows the answer and has a way to say it — `${machine:name}`
+	// in the environment file this module is handed — so the hostname is only what is left when
+	// nobody said.
+	on := os.Getenv("MESH_NODE")
+	if on == "" {
+		hostname, err := os.Hostname()
+		if err != nil {
+			return fmt.Errorf("this build machine has no name: nothing said MESH_NODE and the host would not say either: %w", err)
+		}
+		on = hostname
 	}
 
 	ctx, stop := signal.NotifyContext(context.Background(), syscall.SIGINT, syscall.SIGTERM)
@@ -183,6 +202,7 @@ func answer(ctx context.Context, channel *amqp.Channel, publisher builder.Publis
 					Name: made.Name, Kind: made.Kind, Reference: made.Reference,
 				})
 			}
+			result.Against = built.Against
 			fmt.Printf("  built %s from %s\n", built.Manifest.Module, short(built.Commit))
 		}
 	}
@@ -211,11 +231,45 @@ func answer(ctx context.Context, channel *amqp.Channel, publisher builder.Publis
 		}); err != nil {
 		fmt.Fprintf(os.Stderr, "cannot answer a build request: %v\n", err)
 	}
+	// **And announced, which is a different act from answering.** The reply goes to whoever asked
+	// and is correlated to their request; this says to the whole mesh that a module now exists at
+	// a commit, and the catalogue places it in the module graph (novox/hq ADR 0072). A build
+	// nobody asked for still has to be announced, or the graph knows less than the registry does.
+	//
+	// Only on success: a failed build produced no module-version, and announcing one would put
+	// something in the graph that was never made.
+	if result.Failed == "" && result.Commit != "" {
+		announced := map[string]any{
+			"module": moduleOf(result.Manifest), "commit": result.Commit,
+			"repository": result.Repository, "path": result.Path, "ref": result.Ref,
+			"manifest": json.RawMessage(result.Manifest), "against": result.Against,
+			"made": result.Made,
+		}
+		if err := link.EmitEvent(publishCtx, channel, link.KeyModuleBuilt, "builder", on, announced); err != nil {
+			// Said, not fatal: the build happened and was answered. A module the catalogue has not
+			// heard of is a gap somebody can close; a build reported as failed because announcing
+			// it failed is a lie about work that was done.
+			fmt.Fprintf(os.Stderr, "  built, but could not announce it: %v\n", err)
+		}
+	}
+
 	// Acknowledged only once the answer is away, so a builder that dies before answering leaves
 	// the request for another machine rather than losing it.
 	_ = delivery.Ack(false)
 }
 
+// moduleOf reads the module's name out of the manifest it just built, which is the only place it is
+// authoritative — the request named a repository and a path, not a module.
+func moduleOf(manifest json.RawMessage) string {
+	var named struct {
+		Module string `json:"module"`
+	}
+	if err := json.Unmarshal(manifest, &named); err != nil {
+		return ""
+	}
+	return named.Module
+}
+
 func short(commit string) string {
 	if len(commit) > 8 {
 		return commit[:8]
diff --git a/cmd/mesh-builder/once.go b/cmd/mesh-builder/once.go
new file mode 100644
index 0000000..8a98042
--- /dev/null
+++ b/cmd/mesh-builder/once.go
@@ -0,0 +1,134 @@
+package main
+
+import (
+	"context"
+	"encoding/json"
+	"errors"
+	"flag"
+	"fmt"
+	"os"
+
+	"github.com/novox/mesh-control/internal/builder"
+)
+
+// buildOnce is the builder doing one build and stopping, with no broker and no mesh.
+//
+// **This is how a mesh is raised** (novox/hq ADR 0073). The installer carries this program and runs
+// it once, before anything else exists, to produce the control plane from the same repository and
+// path that every later rebuild of it will use. What raises the mesh is therefore the same thing
+// that maintains it — not a second mechanism that has to be kept in step with the first and is
+// exercised once per new mesh, which is how often enough to rot.
+//
+// It takes no work from a queue and answers nobody: there is no broker yet, and the only thing
+// waiting for the answer is the installer that started it. So the result goes to standard output as
+// JSON, which is what the installer reads.
+//
+// With no --registry it publishes nowhere and the image stays in this machine's container runtime,
+// named by the digest of its own configuration (see builder.Local). That is the genesis case. With
+// one, it publishes as it always does — the same command is how an operator builds a module by hand
+// on a mesh that already exists.
+func buildOnce(ctx context.Context, args []string) error {
+	set := flag.NewFlagSet("build", flag.ContinueOnError)
+	path := set.String("path", "", "the module's directory inside the repository (default: its root)")
+	ref := set.String("ref", "", "the commit to build; a branch is a moving target somebody else controls")
+	registry := set.String("registry", "",
+		"host:port to publish to. Without it the artifacts stay in this machine's container runtime, which is the genesis case")
+	workspace := set.String("workspace", "", "where to clone and build (default: a temporary directory)")
+	positionals, err := parseAround(set, args)
+	if err != nil {
+		return err
+	}
+	if len(positionals) != 1 {
+		return errors.New("mesh-builder build <repository> [--path P] [--ref COMMIT] [--registry HOST:PORT]")
+	}
+	repository := positionals[0]
+
+	where := *workspace
+	if where == "" {
+		where = os.TempDir() + "/mesh-builder-once"
+	}
+
+	// Local unless told otherwise, because the moment this exists for has nowhere to publish. A
+	// default pointing at a registry would mean genesis failing at a push to something that is not
+	// there yet, one step away from the thing that could explain it.
+	var publisher builder.Publisher = builder.Local{Run: builder.Command}
+	if *registry != "" {
+		publisher = builder.Registry{Address: *registry, Run: builder.Command}
+	}
+
+	fmt.Fprintf(os.Stderr, "building %s", repository)
+	if *path != "" {
+		fmt.Fprintf(os.Stderr, " at %s", *path)
+	}
+	if *ref != "" {
+		fmt.Fprintf(os.Stderr, " at %s", *ref)
+	}
+	fmt.Fprintln(os.Stderr)
+
+	built, buildErr := builder.Build(ctx, builder.Command, publisher, repository, *path, *ref, where)
+	if buildErr != nil {
+		return buildErr
+	}
+
+	// To standard output, and everything else to standard error, so the caller can read this
+	// without having to separate it from progress.
+	out := onceResult{
+		Module:     built.Manifest.Module,
+		Commit:     built.Commit,
+		Repository: repository,
+		Path:       *path,
+		Ref:        *ref,
+		Manifest:   built.Manifest,
+		Against:    built.Against,
+	}
+	for _, made := range built.Built {
+		out.Made = append(out.Made, madeArtifact{Name: made.Name, Kind: made.Kind, Reference: made.Reference})
+	}
+	body, err := json.MarshalIndent(out, "", "  ")
+	if err != nil {
+		return err
+	}
+	fmt.Println(string(body))
+	fmt.Fprintf(os.Stderr, "  built %s from %s\n", built.Manifest.Module, short(built.Commit))
+	return nil
+}
+
+// onceResult is what one build reports to whoever started it.
+//
+// The same fields the mesh records for a build, so a reader comparing a genesis build against an
+// ordinary one is comparing the same thing said the same way.
+type onceResult struct {
+	Module     string         `json:"module"`
+	Commit     string         `json:"commit"`
+	Repository string         `json:"repository"`
+	Path       string         `json:"path,omitempty"`
+	Ref        string         `json:"ref,omitempty"`
+	Manifest   any            `json:"manifest"`
+	Made       []madeArtifact `json:"made"`
+	Against    []string       `json:"against,omitempty"`
+}
+
+type madeArtifact struct {
+	Name      string `json:"name"`
+	Kind      string `json:"kind"`
+	Reference string `json:"reference"`
+}
+
+// parseAround lets flags appear on either side of the repository, because a person writing this by
+// hand will put them wherever reads best and the standard parser stops at the first thing that is
+// not a flag. The same helper the control plane's commands use, for the same reason.
+func parseAround(set *flag.FlagSet, args []string) ([]string, error) {
+	var positionals []string
+	rest := args
+	for {
+		if err := set.Parse(rest); err != nil {
+			return nil, err
+		}
+		rest = set.Args()
+		if len(rest) == 0 {
+			return positionals, nil
+		}
+		positionals = append(positionals, rest[0])
+		rest = rest[1:]
+	}
+}
diff --git a/cmd/mesh-control/main.go b/cmd/mesh-control/main.go
index 2c8ef08..f69e90b 100644
--- a/cmd/mesh-control/main.go
+++ b/cmd/mesh-control/main.go
@@ -86,6 +86,8 @@ func run() error {
 		return brokerCommand(args[1:])
 	case "serve":
 		return serve(ctx)
+	case "upgrade":
+		return upgradeCommand(ctx, args[1:])
 	case "declare":
 		return declare(ctx, args[1:])
 	case "overlay":
@@ -140,6 +142,9 @@ func usage() {
   module forget <name>           remove one, unless a node runs it or the mesh holds things for it
   module forget <name> --and-what-it-holds   ...and discard its settings, secrets and ports too
   module issue <name> --node <m> a broker account for a module, scoped to its emits and consumes
+  upgrade <name>                 what happens when this module's current version moves
+  upgrade <name> roll-out [--together]   ...send it to the machines running it
+  upgrade <name> record          ...record that they are behind, and send nothing
   status [--json]                what is wrong, what is quiet, and what is out of date
   board [--listen ADDR]          the same three questions, as a page that holds nothing
   api --issuer URL [--listen A]  assign and unassign over http, for a surface that is not here
diff --git a/cmd/mesh-control/push.go b/cmd/mesh-control/push.go
index 0246def..e4f0c93 100644
--- a/cmd/mesh-control/push.go
+++ b/cmd/mesh-control/push.go
@@ -86,6 +86,12 @@ func serve(ctx context.Context) error {
 	// And build results nobody was waiting for. A build triggered any other way than `build`
 	// would otherwise be reported into the void, which is the same as not reporting it.
 	server.Records(builds{inv})
+	// And what the catalogue decided a build meant. The builder's own result is already handled
+	// above; this is the other half — the control plane is the only one of the three that knows
+	// which machines run the thing, so it is the one that acts (novox/hq ADR 0072).
+	if err := server.Follows(following{open}); err != nil {
+		return err
+	}
 
 	return server.Serve(ctx)
 }
diff --git a/cmd/mesh-control/upgrades.go b/cmd/mesh-control/upgrades.go
new file mode 100644
index 0000000..f4ba58c
--- /dev/null
+++ b/cmd/mesh-control/upgrades.go
@@ -0,0 +1,165 @@
+package main
+
+import (
+	"context"
+	"errors"
+	"flag"
+	"fmt"
+	"strings"
+
+	"github.com/novox/mesh-control/internal/inventory"
+	"github.com/novox/mesh-control/internal/link"
+)
+
+// following acts on what the catalogue announces.
+//
+// **It holds the stores, not a copy of the decision.** What to do about an upgrade is read when
+// one arrives, so changing it takes effect on the next upgrade rather than on the next restart of
+// the control plane.
+type following struct{ open *stores }
+
+// Upgraded sends the machines running a module the version the catalogue now considers current —
+// or records that they are behind, which is the default and needs no record.
+//
+// **Recording is not a second code path.** A machine that is not running what the mesh would send
+// it is already something the mesh notices and reports; that is what `status` and `push --behind`
+// are built on. So "record it" is the absence of an action, and the only thing this has to decide
+// is whether to act.
+func (f following) Upgraded(ctx context.Context, u link.Upgraded) error {
+	inv := f.open.inventory
+
+	decision, err := inv.UpgradeOf(ctx, u.Module)
+	if err != nil {
+		return err
+	}
+	on, err := inv.Running(ctx, u.Module)
+	if err != nil {
+		return err
+	}
+	if len(on) == 0 {
+		fmt.Printf("%s moved to %s; no machine runs it\n", u.Module, shortCommit(u.Commit))
+		return nil
+	}
+	if !decision.RollOut {
+		// Named rather than counted, and said even though nothing happens: an upgrade that was
+		// deliberately not rolled out and an upgrade that was never noticed look identical in a
+		// log that only speaks when it acts.
+		fmt.Printf("%s moved to %s; %s %s behind it, and this mesh records upgrades rather than "+
+			"rolling them out — `push --behind` when you want them\n",
+			u.Module, shortCommit(u.Commit), readableList(on), isAre(len(on)))
+		return nil
+	}
+
+	if decision.Together {
+		fmt.Printf("%s moved to %s; sending %s together\n",
+			u.Module, shortCommit(u.Commit), readableList(on))
+		return sendTo(ctx, f.open, on)
+	}
+	// One at a time, and stopping at the first that fails.
+	//
+	// **Stopping is the point.** The machines are done one after another precisely so that a
+	// version that breaks the first one does not reach the rest; carrying on past a failure would
+	// make this the same as sending them together, only slower.
+	fmt.Printf("%s moved to %s; sending %s one at a time\n",
+		u.Module, shortCommit(u.Commit), readableList(on))
+	for _, node := range on {
+		if err := sendTo(ctx, f.open, []string{node}); err != nil {
+			return fmt.Errorf("%s did not take %s, so the machines after it were left alone: %w",
+				node, u.Module, err)
+		}
+	}
+	return nil
+}
+
+// readableList names machines the way a sentence does, because this is read by a person deciding
+// whether an upgrade went where they expected.
+func readableList(names []string) string {
+	switch len(names) {
+	case 0:
+		return "nothing"
+	case 1:
+		return names[0]
+	case 2:
+		return names[0] + " and " + names[1]
+	}
+	return strings.Join(names[:len(names)-1], ", ") + " and " + names[len(names)-1]
+}
+
+func shortCommit(commit string) string {
+	if len(commit) > 8 {
+		return commit[:8]
+	}
+	return commit
+}
+
+func isAre(n int) string {
+	if n == 1 {
+		return "is"
+	}
+	return "are"
+}
+
+// upgradeCommand says what should happen when a module's current version moves.
+func upgradeCommand(ctx context.Context, args []string) error {
+	set := flag.NewFlagSet("upgrade", flag.ContinueOnError)
+	together := set.Bool("together", false,
+		"send every machine running it at once, instead of one after another")
+	positionals, err := parseAround(set, args)
+	if err != nil {
+		return err
+	}
+	if len(positionals) == 0 {
+		return errors.New("upgrade <module> [roll-out|record] [--together]")
+	}
+	module := positionals[0]
+
+	open, err := openStores(ctx)
+	if err != nil {
+		return err
+	}
+	defer open.Close()
+	inv := open.inventory
+
+	if len(positionals) == 1 {
+		decision, err := inv.UpgradeOf(ctx, module)
+		if err != nil {
+			return err
+		}
+		fmt.Println(sayUpgrade(module, decision))
+		return nil
+	}
+
+	var decision inventory.Upgrade
+	switch positionals[1] {
+	case "roll-out":
+		decision = inventory.Upgrade{RollOut: true, Together: *together}
+	case "record":
+		if *together {
+			// Refused rather than ignored: --together only means anything for a roll-out, and
+			// accepting it here would store a preference that never applies and looks like it does.
+			return errors.New("`--together` says how to roll out, so it cannot be given with " +
+				"`record`, which is the choice not to")
+		}
+		decision = inventory.Upgrade{}
+	default:
+		return fmt.Errorf("upgrade <module> roll-out|record — not %q", positionals[1])
+	}
+	if err := inv.SetUpgradeOf(ctx, module, decision); err != nil {
+		return err
+	}
+	fmt.Println(sayUpgrade(module, decision))
+	return nil
+}
+
+func sayUpgrade(module string, u inventory.Upgrade) string {
+	if !u.RollOut {
+		return fmt.Sprintf("when %s moves, the mesh records it and the machines running it are "+
+			"reported as behind", module)
+	}
+	if u.Together {
+		return fmt.Sprintf("when %s moves, every machine running it is sent the new version "+
+			"together", module)
+	}
+	return fmt.Sprintf("when %s moves, the machines running it are sent the new version one at "+
+		"a time, stopping at the first that fails", module)
+}
diff --git a/internal/broker/management.go b/internal/broker/management.go
index 5dbc3ae..0277d61 100644
--- a/internal/broker/management.go
+++ b/internal/broker/management.go
@@ -242,11 +242,14 @@ func (m *Management) CreateBuilderAccount(ctx context.Context, name, password st
 		// and a queue nobody may declare is a queue that exists only if the control plane has
 		// already run, which makes the order they start in matter.
 		"configure": "^" + builds + "$",
-		// The exchange, and nothing else. **Not the default exchange**: permission there is
+		// Two exchanges, and nothing else. **Not the default exchange**: permission there is
 		// granted per exchange rather than per queue, so a builder allowed to use it could
 		// publish into any node's queue — the privilege a build machine most obviously should
-		// not have. Answers go through the exchange, which is why they can.
-		"write": "^" + regexp.QuoteMeta(ExchangeName) + "$",
+		// not have. Answers go through the node exchange; announcing what was built goes through
+		// the events exchange, which is a different act with a different audience (novox/hq
+		// ADR 0072). A builder that could answer and not announce would leave the module graph
+		// knowing less than the registry does.
+		"write": "^(" + regexp.QuoteMeta(ExchangeName) + "|" + regexp.QuoteMeta(EventsExchangeName) + ")$",
 		// The build queue and nothing else. Not another machine's declarations.
 		"read": "^" + builds + "$",
 	}); err != nil {
diff --git a/internal/builder/builder.go b/internal/builder/builder.go
index bc1ba2b..ee5e9f4 100644
--- a/internal/builder/builder.go
+++ b/internal/builder/builder.go
@@ -11,6 +11,7 @@ import (
 	"os"
 	"os/exec"
 	"path/filepath"
+	"regexp"
 	"sort"
 	"strings"
 
@@ -42,6 +43,15 @@ type Publisher interface {
 
 // Result is everything one build produced.
 type Result struct {
+	// Against is every pinned image this build was built on top of, read out of its own inputs.
+	//
+	// **Derived, not declared** (novox/hq ADR 0009): a declared list of dependencies drifts from
+	// what the code actually uses, and an artifact is out of date when anything it was built
+	// against moved. These are artifact references rather than module-versions, because that is
+	// what a build input names; resolving them to modules is the catalogue's work, since it is
+	// what knows which module-version published which artifact.
+	Against []string
+
 	// Manifest is the module as the mesh should hold it: artifacts resolved to digests.
 	Manifest catalogue.Manifest
 	// Commit is what was built, so "is this current?" is answerable without building again.
@@ -124,7 +134,8 @@ func Build(ctx context.Context, run Runner, publish Publisher,
 	if err != nil {
 		return Result{}, err
 	}
-	return Result{Manifest: resolved, Commit: commit, Built: built}, nil
+	return Result{Manifest: resolved, Commit: commit, Built: built,
+		Against: against(within, manifest)}, nil
 }
 
 // inside resolves a module's path within a clone, and refuses one that leaves it.
@@ -157,6 +168,39 @@ func describe(path string) string {
 	return path
 }
 
+// pinnedImage matches an image reference pinned by digest, which is the only kind a build input is
+// allowed to name — a tag is something somebody else can move under you.
+var pinnedImage = regexp.MustCompile(`[A-Za-z0-9][A-Za-z0-9._/:-]*@sha256:[0-9a-f]{64}`)
+
+// against reads what this module's image artifacts are built on top of, out of the files that
+// build them. Nothing is guessed: a reference that is not written down is not reported.
+func against(within string, manifest catalogue.Manifest) []string {
+	if manifest.Build == nil {
+		return nil
+	}
+	seen := map[string]bool{}
+	var out []string
+	for _, a := range manifest.Build.Artifacts {
+		if a.Kind != catalogue.ArtifactImage || a.From == "" {
+			continue
+		}
+		body, err := os.ReadFile(filepath.Join(within, a.From))
+		if err != nil {
+			// Not fatal: the build itself already failed if this file was needed and missing, and
+			// reporting no edges is honest where inventing them would not be.
+			continue
+		}
+		for _, found := range pinnedImage.FindAllString(string(body), -1) {
+			if !seen[found] {
+				seen[found] = true
+				out = append(out, found)
+			}
+		}
+	}
+	sort.Strings(out)
+	return out
+}
+
 // ManifestName is the one file a module repository must have.
 //
 // At the root, and named the same in every repository. A convention somebody can look for beats a
diff --git a/internal/builder/local.go b/internal/builder/local.go
new file mode 100644
index 0000000..7e471db
--- /dev/null
+++ b/internal/builder/local.go
@@ -0,0 +1,61 @@
+package builder
+
+import (
+	"context"
+	"fmt"
+	"strings"
+)
+
+// Local is what a build publishes into when there is nowhere to publish yet.
+//
+// **This exists for exactly one moment: raising a mesh** (novox/hq ADR 0073). The installer builds
+// the control plane on the machine that is about to run it, and at that moment there is no registry
+// — the registry is installed afterwards, by the control plane this build produces. So the artifact
+// stays where the build left it: in the machine's own container runtime.
+//
+// That is not a weaker kind of pinning. An image held locally is named by the digest of its own
+// configuration, which is content-addressed and unforgeable and requires nothing to have served it
+// — the same identity the installer has always used for the image it carried. What changes when a
+// registry exists is not that the artifact becomes exact, but that something other than this
+// machine can fetch it.
+//
+// It is deliberately unable to publish an archive. An archive has no local identity to fall back
+// on: it is bytes that only mean something once something serves them at a URL. A build that
+// produces one before there is anywhere to put it has produced nothing usable, and saying so is
+// better than returning a path on a disk that no other machine can read.
+type Local struct {
+	// Run is how docker is invoked, so a test does not need one.
+	Run Runner
+}
+
+// PublishImage leaves the image where the build put it, and names it by its own configuration.
+//
+// The local tag is not returned: a tag is a name somebody can move, and every other reference in a
+// resolved manifest is exact. The digest is read back from the runtime rather than computed, for
+// the same reason the registry publisher reads it back from the registry — what matters is what
+// will be served for that reference, and only the thing serving it can say.
+func (l Local) PublishImage(ctx context.Context, localTag, repository string) (string, error) {
+	out, err := l.Run(ctx, "", "docker", "image", "inspect", "--format", "{{.Id}}", localTag)
+	if err != nil {
+		return "", fmt.Errorf("cannot read back the image just built as %s: %w", localTag, err)
+	}
+	id := strings.TrimSpace(out)
+	if !strings.HasPrefix(id, "sha256:") || len(id) != len("sha256:")+64 {
+		// Refused rather than passed on. A bundle naming an image by anything a person could move
+		// is refused by the machine applying it, and a value that is not an identity would fail
+		// there instead — one step further from the thing that could explain it.
+		return "", fmt.Errorf(
+			"the container runtime named the image just built %q, which is not an image id: "+
+				"sha256 and sixty-four hex characters", id)
+	}
+	return id, nil
+}
+
+// PublishArchive refuses, and says why rather than inventing somewhere to put it.
+func (l Local) PublishArchive(ctx context.Context, repository string, body []byte, digest string) (string, error) {
+	return "", fmt.Errorf(
+		"%s declares an archive, and this build has nowhere to publish one. An image can stay in "+
+			"the machine's own runtime and still be named exactly; an archive is bytes that mean "+
+			"nothing until something serves them. Build this once the mesh has a registry",
+		repository)
+}
diff --git a/internal/catalogue/declaration.go b/internal/catalogue/declaration.go
index a8f30bf..3ead392 100644
--- a/internal/catalogue/declaration.go
+++ b/internal/catalogue/declaration.go
@@ -456,6 +456,11 @@ func (r Resolution) Declaration(with Rendering) ([]map[string]any, error) {
 			if err := pinned(copied, m.Module); err != nil {
 				return nil, err
 			}
+			// And the other half of the same question: an image nobody has published yet is named
+			// by an artifact rather than by a placeholder digest, and is just as unrunnable.
+			if err := built(copied, m.Module); err != nil {
+				return nil, err
+			}
 			publishedOn(copied, m.Module, with)
 			copied["id"] = m.Module + "." + fmt.Sprint(resource["id"])
 			// A service saying what it reflects names resources within its own module, so those
@@ -887,6 +892,30 @@ func pinned(resource map[string]any, module string) error {
 		module, resource["id"])
 }
 
+// built refuses a container that still names an artifact nobody has made.
+//
+// **Said here, by the thing that knows what "artifact" means.** A container naming an artifact is
+// a module saying "the mesh builds this"; the field is resolved into an image when a build
+// publishes one, and until then there is nothing to run. A host receiving it refuses the whole
+// declaration — correctly, since its language has no such field — but what it can say is that a
+// container does not use "artifact", which tells a reader the manifest is malformed. It is not:
+// it is unbuilt, which is a different problem with a different fix, and only the mesh is in a
+// position to tell them apart (novox/hq ADR 0073).
+func built(resource map[string]any, module string) error {
+	if fmt.Sprint(resource["type"]) != "container" {
+		return nil
+	}
+	artifact, ok := resource["artifact"].(string)
+	if !ok || artifact == "" {
+		return nil
+	}
+	return fmt.Errorf(
+		"%s has not been built for this mesh: %v is its %q artifact, and no build has published "+
+			"one. Build it — `build <repository> --path <path>` — and the module will name what "+
+			"came out instead",
+		module, resource["id"], artifact)
+}
+
 // publishedOn puts the machine's own port on the outside of a container's mapping.
 //
 // **A module writes the port the software uses; the mesh says where the machine puts it**
diff --git a/internal/inventory/catalogue.go b/internal/inventory/catalogue.go
index 90e4285..e29f994 100644
--- a/internal/inventory/catalogue.go
+++ b/internal/inventory/catalogue.go
@@ -796,3 +796,78 @@ func (i *Inventory) Catalogued(ctx context.Context) ([]Entry, error) {
 
 // providedBy is what the source column says for a module the control plane ships.
 const providedBy = "the control plane"
+
+// Upgrade is what the mesh decided to do when a module's current version moves.
+type Upgrade struct {
+	// RollOut is true when the machines running it should be sent the new version. False means
+	// record it and stop — which needs no record of its own, because a machine not running what
+	// the mesh would send it is already something the mesh reports.
+	RollOut bool
+	// Together is true when every machine running it is sent the new version at once, rather than
+	// one after another. Only meaningful when RollOut is.
+	Together bool
+}
+
+// UpgradeOf is what to do when this module moves.
+//
+// A module the mesh does not hold is not an error here: the catalogue may know of modules this
+// mesh has never registered, and being told one of them moved is information, not a fault. The
+// answer is the safe one — record it — because there is nothing to roll out to.
+func (i *Inventory) UpgradeOf(ctx context.Context, module string) (Upgrade, error) {
+	var u Upgrade
+	var policy string
+	err := i.store.Pool().QueryRow(ctx,
+		`select upgrade, upgrade_together from module where name = $1`, module).
+		Scan(&policy, &u.Together)
+	if errors.Is(err, pgx.ErrNoRows) {
+		return Upgrade{}, nil
+	}
+	if err != nil {
+		return Upgrade{}, err
+	}
+	u.RollOut = policy == "roll-out"
+	return u, nil
+}
+
+// SetUpgradeOf records what to do when this module moves.
+func (i *Inventory) SetUpgradeOf(ctx context.Context, module string, u Upgrade) error {
+	policy := "record"
+	if u.RollOut {
+		policy = "roll-out"
+	}
+	tag, err := i.store.Pool().Exec(ctx,
+		`update module set upgrade = $2, upgrade_together = $3 where name = $1`,
+		module, policy, u.Together)
+	if err != nil {
+		return err
+	}
+	if tag.RowsAffected() == 0 {
+		return fmt.Errorf("this mesh holds no module called %s", module)
+	}
+	return nil
+}
+
+// Running is every machine assigned a module, in a stable order.
+//
+// **Assigned, not reported.** A machine that is assigned the module and has not applied it yet is
+// exactly the machine an upgrade most needs to reach; waiting for it to report the old version
+// first would mean the machines furthest behind are the last to be caught up.
+func (i *Inventory) Running(ctx context.Context, module string) ([]string, error) {
+	rows, err := i.store.Pool().Query(ctx,
+		`select n.name from assignment a join node n on n.id = a.node
+          where a.module = $1 order by n.name`, module)
+	if err != nil {
+		return nil, err
+	}
+	defer rows.Close()
+
+	var out []string
+	for rows.Next() {
+		var name string
+		if err := rows.Scan(&name); err != nil {
+			return nil, err
+		}
+		out = append(out, name)
+	}
+	return out, rows.Err()
+}
diff --git a/internal/inventory/migrations/0021-what-to-do-when-a-module-is-upgraded.sql b/internal/inventory/migrations/0021-what-to-do-when-a-module-is-upgraded.sql
new file mode 100644
index 0000000..d3a9acc
--- /dev/null
+++ b/internal/inventory/migrations/0021-what-to-do-when-a-module-is-upgraded.sql
@@ -0,0 +1,26 @@
+-- What the mesh should do when the catalogue says a module has been upgraded.
+--
+-- novox/hq ADR 0072. The builder announces a build, the catalogue decides whether that is an
+-- upgrade, and the control plane is the only one of the three that knows which machines are
+-- running the thing. So it is the one that acts -- and what it does has to be a decision somebody
+-- made, not a behaviour compiled in.
+--
+-- Two separate questions, deliberately not one:
+--
+--   whether  -- roll the new version out, or record that the machine is behind and stop there.
+--   how      -- one machine at a time, or all of them together.
+--
+-- They are separate because the safe answer to the first is not the safe answer to the second: a
+-- mesh may well want every upgrade applied automatically and still never want its only two
+-- machines restarted in the same breath.
+--
+-- Defaulted to recording rather than rolling out, and per module rather than mesh-wide. A mesh
+-- that upgrades everything it builds the moment it builds it is a reasonable thing to want and a
+-- terrible thing to arrive by default -- the first module to inherit it would be the control plane
+-- itself, upgrading itself out from under the push that was applying it.
+alter table module add column upgrade text not null default 'record'
+    check (upgrade in ('record', 'roll-out'));
+
+-- Only meaningful when upgrade is 'roll-out'. Kept anyway when it is not, so turning roll-out on
+-- does not silently also decide this.
+alter table module add column upgrade_together boolean not null default false;
diff --git a/internal/link/build.go b/internal/link/build.go
index 2b44228..64ecd96 100644
--- a/internal/link/build.go
+++ b/internal/link/build.go
@@ -82,6 +82,10 @@ type BuildResult struct {
 	// Made is each artifact, for reporting.
 	Made []MadeArtifact `json:"made,omitempty"`
 
+	// Against is every pinned image this was built on top of, read out of the build's own inputs
+	// (novox/hq ADR 0009). The catalogue turns these into edges; nothing else need care.
+	Against []string `json:"against,omitempty"`
+
 	// Failed is why, when it did.
 	Failed string `json:"failed,omitempty"`
 }
diff --git a/internal/link/events.go b/internal/link/events.go
new file mode 100644
index 0000000..7cb62fb
--- /dev/null
+++ b/internal/link/events.go
@@ -0,0 +1,92 @@
+package link
+
+import (
+	"context"
+	"crypto/rand"
+	"encoding/hex"
+	"encoding/json"
+	"fmt"
+	"time"
+
+	amqp "github.com/rabbitmq/amqp091-go"
+)
+
+// Emitting a module event from Go.
+//
+// **Every event rides one topic exchange** (novox/hq ADR 0042), which is not the direct exchange
+// nodes and the control plane speak over. A module that announces something publishes here, and
+// consumers bind their own durable queue to a pattern over it.
+//
+// This exists because the builder is a module written in Go while every other emitter is
+// TypeScript on the sdk. The envelope is the sdk's, reproduced exactly: the body is the payload
+// alone and everything about the event travels as headers. A second shape would be a second thing
+// for consumers to handle, and they are written against the first.
+const (
+	// EventsExchange is where every event rides. Named here rather than imported from the broker
+	// package for the same reason BuildQueueName is duplicated there — one direction of dependency.
+	EventsExchange = "mesh.events"
+)
+
+// EmitEvent publishes one module event, in the envelope the sdk's consumers expect.
+//
+// Persistent, because an event that a broker restart loses is not an announcement. The publish is
+// not confirmed here: the caller has already done the work the event describes, and a build that
+// succeeded must not be reported as failed because saying so failed.
+func EmitEvent(ctx context.Context, channel *amqp.Channel, eventType, source, node string, body any) error {
+	payload, err := json.Marshal(body)
+	if err != nil {
+		return fmt.Errorf("cannot serialise a %s event: %w", eventType, err)
+	}
+	id, err := eventID()
+	if err != nil {
+		return err
+	}
+	return channel.PublishWithContext(ctx, EventsExchange, eventType, false, false, amqp.Publishing{
+		ContentType:  "application/json",
+		DeliveryMode: amqp.Persistent,
+		MessageId:    id,
+		Timestamp:    time.Now().UTC(),
+		Body:         payload,
+		Headers: amqp.Table{
+			"x-event-id":   id,
+			"x-source":     source,
+			"x-node":       node,
+			"x-time":       time.Now().UTC().Format(time.RFC3339),
+			"content-type": "application/json",
+		},
+	})
+}
+
+// eventID is what a consumer deduplicates on: delivery is at-least-once, so a handler must be able
+// to tell a redelivery from a second event, and only the emitter can say which it is.
+func eventID() (string, error) {
+	raw := make([]byte, 16)
+	if _, err := rand.Read(raw); err != nil {
+		return "", fmt.Errorf("cannot make an event id: %w", err)
+	}
+	return hex.EncodeToString(raw), nil
+}
+
+// KeyModuleBuilt is what the builder announces when it has built something. The catalogue places
+// it in the module graph; nothing else need care.
+const KeyModuleBuilt = "module.builder.built"
+
+// KeyModuleUpgraded is the catalogue saying a module's current version has moved.
+//
+// **The control plane hooks the meaning, not the build.** The builder says what it built; the
+// catalogue decides whether that was an upgrade — a rebuild producing the commit already current
+// is not one — and only this says anything the control plane can act on. Consuming the build
+// directly would make the control plane re-derive a decision another module already made, and the
+// two would eventually disagree (novox/hq ADR 0072).
+const KeyModuleUpgraded = "module.mesh-catalog.upgraded"
+
+// UpgradeQueue is where those land. Durable and named, not a temporary queue: an upgrade announced
+// while the control plane is restarting is exactly the one that must not be missed.
+const UpgradeQueue = "control.upgrades"
+
+// Upgraded is what the catalogue says when a module's current version moves.
+type Upgraded struct {
+	Module   string `json:"module"`
+	Commit   string `json:"commit"`
+	Previous string `json:"previous"`
+}
diff --git a/internal/link/serve.go b/internal/link/serve.go
index 74b0f8c..fef6712 100644
--- a/internal/link/serve.go
+++ b/internal/link/serve.go
@@ -50,6 +50,7 @@ type Server struct {
 	listener Listener
 	recorder Recorder
 	log      *log.Logger
+	upgrader Upgrader
 }
 
 // Records tells the server where to keep build results.
@@ -59,6 +60,35 @@ type Server struct {
 // making it supply one would have it construct something it never uses.
 func (s *Server) Records(r Recorder) { s.recorder = r }
 
+// Upgrader is what the control plane does when the catalogue says a module moved.
+//
+// An interface for the same reason Enroller is one: deciding what an upgrade means for the
+// machines running it is a different concern from noticing that one was announced, and only the
+// first needs a database.
+type Upgrader interface {
+	// Upgraded is told which module moved and between which commits. An error is logged and the
+	// message is not requeued: an upgrade the control plane could not act on is not one it will
+	// act on by being handed the same message again, and a poison message on a durable queue
+	// would stop every upgrade behind it.
+	Upgraded(ctx context.Context, u Upgraded) error
+}
+
+// Follows says what to do about upgrades, and binds the queue they arrive on.
+//
+// **Not bound unless something is listening.** A durable queue bound to every upgrade with no
+// consumer fills up quietly, and the first symptom is a broker out of disk rather than anything
+// about modules.
+func (s *Server) Follows(u Upgrader) error {
+	if _, err := s.channel.QueueDeclare(UpgradeQueue, true, false, false, false, nil); err != nil {
+		return fmt.Errorf("cannot declare the %s queue: %w", UpgradeQueue, err)
+	}
+	if err := s.channel.QueueBind(UpgradeQueue, KeyModuleUpgraded, EventsExchange, false, nil); err != nil {
+		return fmt.Errorf("cannot bind %s to %s/%s: %w", UpgradeQueue, EventsExchange, KeyModuleUpgraded, err)
+	}
+	s.upgrader = u
+	return nil
+}
+
 // Connect opens the control plane's own connection to the broker.
 func Connect(enroller Enroller, listener Listener) (*Server, error) {
 	url := strings.TrimSpace(os.Getenv(AMQPVar))
@@ -88,6 +118,13 @@ func Connect(enroller Enroller, listener Listener) (*Server, error) {
 		conn.Close()
 		return nil, fmt.Errorf("cannot declare the %s exchange: %w", Exchange, err)
 	}
+	// The events exchange too. The control plane is not the only publisher on it — modules
+	// announce onto it with their own accounts — but it is the only thing permitted to create it,
+	// for the same reason it is the only thing permitted to create the direct one.
+	if err := channel.ExchangeDeclare(EventsExchange, "topic", true, false, false, false, nil); err != nil {
+		conn.Close()
+		return nil, fmt.Errorf("cannot declare the %s exchange: %w", EventsExchange, err)
+	}
 	if _, err := channel.QueueDeclare(ControlQueue, true, false, false, false, nil); err != nil {
 		conn.Close()
 		return nil, fmt.Errorf("cannot declare the %s queue: %w", ControlQueue, err)
@@ -138,14 +175,39 @@ func (s *Server) Serve(ctx context.Context) error {
 		return err
 	}
 
+	// The upgrade queue, when something is listening for them. A second queue rather than a
+	// second consumer on the first: two consumers on one queue split its messages between them,
+	// which is the fault the comment above exists about. Two queues share nothing.
+	var upgrades <-chan amqp.Delivery
+	if s.upgrader != nil {
+		upgrades, err = s.channel.ConsumeWithContext(ctx, UpgradeQueue, "control-plane-upgrades",
+			false, false, false, false, nil)
+		if err != nil {
+			return err
+		}
+	}
+
 	closed := s.conn.NotifyClose(make(chan *amqp.Error, 1))
 	s.log.Printf("consuming %s, bound to %s/{%s,%s,%s,%s}",
 		ControlQueue, Exchange, KeyEnrol, KeyReport, KeyAlive, KeyBuilt)
+	if s.upgrader != nil {
+		s.log.Printf("consuming %s, bound to %s/%s", UpgradeQueue, EventsExchange, KeyModuleUpgraded)
+	}
 
 	for {
 		select {
 		case <-ctx.Done():
 			return nil
+		case delivery, ok := <-upgrades:
+			// A nil channel blocks for ever, so this case simply never fires when nothing is
+			// listening for upgrades. Closed is different, and means the broker stopped.
+			if !ok {
+				if upgrades != nil {
+					return errors.New("the broker stopped delivering upgrades")
+				}
+				continue
+			}
+			s.upgraded(ctx, delivery)
 		case reason := <-closed:
 			// Said rather than returned quietly. A control plane whose broker connection dropped
 			// is a mesh where nothing can be told anything, and the reason is the first thing
@@ -309,3 +371,35 @@ func (s *Server) handleBuilt(ctx context.Context, delivery amqp.Delivery) {
 	}
 	_ = delivery.Ack(false)
 }
+
+// upgraded hands one announcement to whatever is following them.
+//
+// **Acknowledged whatever happens.** A failure here is the control plane being unable to act on an
+// upgrade — a machine that cannot be resolved, a broker that will not take a declaration — and
+// none of those get better by being handed the same message again. Requeuing would put a poison
+// message at the head of a durable queue and stop every upgrade behind it, which turns one module
+// nobody can push into a mesh that stops following its own catalogue.
+func (s *Server) upgraded(ctx context.Context, delivery amqp.Delivery) {
+	defer func() { _ = delivery.Ack(false) }()
+	var u Upgraded
+	if err := json.Unmarshal(delivery.Body, &u); err != nil {
+		s.log.Printf("an upgrade announcement could not be read: %v", err)
+		return
+	}
+	if u.Module == "" {
+		s.log.Printf("an upgrade announcement named no module; ignored")
+		return
+	}
+	if err := s.upgrader.Upgraded(ctx, u); err != nil {
+		s.log.Printf("%s moved to %s and the mesh could not act on it: %v",
+			u.Module, short(u.Commit), err)
+	}
+}
+
+// short is a commit as people read it.
+func short(commit string) string {
+	if len(commit) > 8 {
+		return commit[:8]
+	}
+	return commit
+}
diff --git a/module.json b/module.json
new file mode 100644
index 0000000..a6b7c36
--- /dev/null
+++ b/module.json
@@ -0,0 +1,68 @@
+{
+  "module": "mesh-control",
+  "version": "1",
+  "slug": "control",
+  "capabilities": [
+    "container-runtime"
+  ],
+  "claims": [
+    {
+      "name": "the-control-plane",
+      "scope": "mesh"
+    }
+  ],
+  "own-secrets": {
+    "inventory": "/var/lib/mesh/mesh-control/inventory",
+    "identity": "/var/lib/mesh/mesh-control/identity",
+    "licences": "/var/lib/mesh/mesh-control/licences",
+    "broker": "/var/lib/mesh/mesh-control/broker",
+    "broker-management": "/var/lib/mesh/mesh-control/broker-management",
+    "broker-address": "/var/lib/mesh/mesh-control/broker-address"
+  },
+  "resources": [
+    {
+      "id": "mesh-state",
+      "type": "directory",
+      "path": "/var/lib/mesh/mesh-control",
+      "mode": "0700"
+    },
+    {
+      "id": "control-env",
+      "type": "file",
+      "path": "/var/lib/mesh/mesh-control/control.env",
+      "mode": "0600",
+      "content": "MESH_STORE_INVENTORY=${secret:inventory}\nMESH_STORE_IDENTITY=${secret:identity}\nMESH_STORE_LICENCES=${secret:licences}\nMESH_BROKER_AMQP=${secret:broker}\nMESH_BROKER_MANAGEMENT=${secret:broker-management}\nMESH_BROKER_ADDRESS=${secret:broker-address}\n"
+    },
+    {
+      "id": "server",
+      "type": "container",
+      "name": "mesh-control",
+      "network": "host",
+      "args": [
+        "serve"
+      ],
+      "env-file": [
+        "/var/lib/mesh/mesh-control/control.env"
+      ],
+      "env": {
+        "MESH_BROKER_CERTIFICATE": "/broker-tls/tls.crt"
+      },
+      "volumes": [
+        "mesh-broker-tls:/broker-tls:ro"
+      ],
+      "restart-on": [
+        "control-env"
+      ],
+      "artifact": "server"
+    }
+  ],
+  "build": {
+    "artifacts": [
+      {
+        "name": "server",
+        "kind": "image",
+        "from": "Dockerfile"
+      }
+    ]
+  }
+}