Qobuz Download Fest
August 2025
Driving record-breaking download sales during
the quietest month of the year
Introduction
Qobuz Download Fest is one of the most important commercial highlights of the year. Twice a year, in January and August, the Download team launches this campaign to revitalize sales during quieter months in the music industry. The Acquisition team, which I am part of, supports them by building and managing the paid campaigns that amplify visibility, drive downloads, and also bring in new customers to the download store.
Each edition offers discounts of up to 80% on tens of thousands of albums. What makes this project unique is that it is not just a one-off campaign — it is a recurring event. Every six months we improve our approach, refine processes, and implement new strategies to make the next edition more efficient and impactful.
From Idea to Execution
The Challenge
Supporting Download Fest requires heavy preparation. Around half of the time spent on the project goes into organization: structuring the paid campaigns, aligning assets, validating visuals and copy, and preparing product feeds. Coordination is critical because the company is often quieter during these months, meaning fewer internal resources are available.
Another challenge is scale: the catalog includes up to 25,000 albums, across six priority markets (France, Germany, UK, US, Italy, and Japan). For these countries, we manage dedicated product feeds to power campaigns on platforms such as Google Shopping and Meta Catalogue. For the other markets, the feeds are synchronized automatically through the website.
Execution
Because Download Fest happens every six months, each edition builds on the last. Over time, we have introduced several key improvements:
Catalog feed optimization – continuous enhancements over the past 1.5 years.
Mutualized visuals and copy – working with the Download team so that visuals and wording can be reused across languages and formats.
A/B testing – in January 2025, we compared two creative approaches: one using human imagery, the other using Qobuz’s traditional graphic style. These tests now inform which creatives we scale first in new editions.
Paid optimizations – bid strategies, audience refinements, and channel updates that improve efficiency and outcomes.
My contribution
My role is to ensure that the paid acquisition campaigns supporting Download Fest are correctly prepared, launched, and optimized. Concretely, I:
Validate visuals and copy in collaboration with country managers and the Download team.
Upload and manage creatives across affiliate platforms.
Create sticky bars and banners to promote the campaign on the website.
Maintain and update product feeds for our six priority countries. Over the past 1.5 years, this has included automating formulas in Excel, building spreadsheets directly linked to Google Shopping and Meta Catalogue, and making the process faster and more reliable.
Coordinate with agencies to ensure campaigns are live and aligned across all channels.
Monitor performance and capture learnings to feed back into the next edition.
August 2025
January 2025
August 2024
Qobuz Download Fest is not only the biggest download campaign of the year but also a project that shows how much impact preparation and continuous improvement can have. For me, it has been a chance to develop strong skills in project management, cross-team collaboration, and optimization on a recurring, international scale.
Each edition is an opportunity to refine the process — from catalog feeds to creative testing — and to make the campaign both more efficient and more impactful. Beyond generating sales, Download Fest is also about bringing new customers to the download store, proving the importance of acquisition in supporting long-term growth.
Conclusion
Qobuz Download Fest has become more than a promotional event: it is now a repeatable campaign model where every six months we integrate improvements, learn from testing, and streamline our processes. For the Acquisition team, it is an opportunity to support the Download team not only by boosting revenue during a key period, but also by bringing new customers into the Qobuz ecosystem.