Today, singer/songwriter/producer Lauv has just shared his first single and music video of 2024, “Potential.”
Somewhat of a new era for Lauv — while not sacrificing his signature lyrical openness — the single features simple guitar strumming that is complimented with a laid-back drum beat, allowing his vocals to be front and center.
Lyrically, Lauv invites listeners into a journey of a budding romance, tackling the uncertainty while having feelings of anticipation and excitement at the same time. The accompanying music video, directed by Luke Orlando (Charli XCX, Caroline Polachek), is a vivid, stunning visual, seeing Lauv shine in his first-ever fully-choreographed video.
“‘Potential’ is about realizing you have feelings for someone and dreaming about the potential of what it could be,” Lauv shares. “It’s the beginning of my next, most authentic chapter, and I can’t wait to share this and everything that’s coming next.”
Watch the music video below.
“Potential” also marks his first release under his new partnership with AWAL, a global recording business designed to help independent artists excel and retain ownership of their own music while still providing the services of a traditional label. One of the first artists to prove the limitless possibilities of AWAL’s business model, Lauv achieved massive success with his 2017 AWAL debut “I Like Me Better”: a global smash that went six-times-platinum in the U.S. and platinum in 12 other countries.
See below for upcoming live dates, and stay tuned for more from Lauv.
Tour Dates
May 4 – Singapore @ Palawan Green, Sentosa
May 19 – Zhuhai, China @ Strawberry Music Festival
May 21 – Changsha, China @ DF Space
May 28 – Chongqing, China @ Flow Super Live
May 31 – Seoul, South Korea @ KSPO Dome
June 2 – Seoul, South Korea @ KSPO Dome
August 24 – Bangkok, Thailand, Summer Sonic Bangkok
