How Soundverse built and scaled lifecycle marketing without hiring a retention team

About the customer

Soundverse is an AI-powered music creation platform that combines conversational interfaces, ethical AI practices, and studio-level capabilities, for creators at every level.

At its core, Soundverse’s mission is to empower the “next billion” music creators—whether they're hobbyists, content creators, or professional musicians, by removing the technical barriers of traditional digital audio workstations (DAWs).

Challenge: Required marketing team to launch lifecycle marketing

Soundverse needed to keep its fast-growing and diverse user base engaged. But as an early-stage company, building out a full lifecycle marketing function, with marketers and data teams simply wasn’t an option.

• Retention was existential: Without strong lifecycle journeys, users would churn after their first creation, not return for a second or third.

• Multiple audiences: Beginners wanted fast wins, pros wanted control, content creators wanted royalty-free tracks. While Soundverse was running newsletters, targeting small, diverse segments with tailored messaging wasn’t scalable with the existing setup.

• Team was lean: Existing team couldn’t afford to run complex, multi-channel lifecycle ops manually themselves.

Solution: Sortment on top of BigQuery

Instead of spending months recruiting a lifecycle marketing team and building custom workflows, Soundverse turned to Sortment.

Key features of Sortment that benefited Soundverse include:

• Customer 360: Sortment connected to their BigQuery to provide a 360 view of each of the 500k+ users. This allowed them to understand each of the user segments, and plan engagement for them accordingly.

• Sortment AI: Team could talk directly to the AI to understand user behavior, identify high-value segments and launch campaigns/journeys for them, without needing a data team.

• Unified Omnichannel Automation: Sortment made it easy to orchestrate emails, push notifications, and newsletters for both app and web users in one place. The team could measure results, test messaging, and scale what worked, without ever leaving the platform.

Use cases unlocked

• Personalized Onboarding: Soundverse could deliver onboarding journeys tailored to different user segments, beginners, professionals, and content creators, guiding each through the most relevant features and reducing early drop-off
• Newsletter and community growth: The platform consolidated newsletter operations, allowing Soundverse to nurture a broader community of creators with updates, tutorials, and community spotlights while personalizing content for each cohort.

Results

With Sortment in place, Koparo’s marketing team fundamentally changed how they launched campaigns:

• More effective onboarding: Personalized onboarding journeys ensured that new users, whether beginners or professionals, got value from day one. Onboarding completion rates improved, and more users explored advanced features early in their journey.

• 500K+ users received retention journeys: With Sortment, Soundverse was able to deliver automated, data-driven retention journeys to over 500,000 creators. Instead of generic blasts, every user received relevant nudges and follow-ups, directly improving cohort retention and ongoing engagement from day one.