Lauv Drops Queer Banger “Potential” Through AWAL

Lauv, the multi-Platinum artist known for his chart-topping hits, released the exploratory “Potential” in April 2024, accompanied by a stunning music video. This release marks a significant milestone in Lauv’s career, signifying the beginning of a new chapter both creatively and professionally.

“Potential” is about realizing you have feelings for someone and dreaming about the potential of what it could be. It’s the beginning of my next, most authentic chapter, and I can’t wait to share this and everything that’s coming next.

Lauv

“Potential” showcases Lauv’s widely-adored lyrical style, characterized by its honesty and emotional depth. The track features a simple guitar paired with a relaxed drum beat, allowing Lauv’s vocals to shine.

The song’s lyrics explore the uncertainty and excitement of a new romance with another man, with Lauv admitting, “I think we got potential.” This is something he teased on his Instagram, with a reel captioned:

i don’t wanna say too much about this but it’s genuinely a big deal to me, i’ve been writing songs for so long and have always seen myself as someone who was only allowed to be into girls. and then i started opening that up and now i feel just so so so much. and this song is the first one im gonna put out about a boy. so yeah, hope u love x

Lauv, via Instagram, regarding the single.

The music video, directed by Luke Orlando, is a vibrant and visually captivating piece, featuring bisexual lighting, that highlights Lauv in his first fully choreographed performance.

Beyond being a refreshing ballad of queer self-acceptance, the single also heralds Lauv’s new partnership with AWAL, a global recording business that supports independent artists. AWAL allows artists to retain ownership of their music while providing traditional label services.

Lauv is no stranger to the benefits of AWAL’s model, having achieved massive success with his 2017 debut under the label, “I Like Me Better,” which went six-times-platinum in the U.S. and platinum in 12 other countries.

With over 14 billion global streams and more than 18 million monthly listeners on Spotify, Lauv has firmly established himself as a major force in the pop music scene. His talent extends beyond recording; in 2023, he wrote and performed the original song “Steal The Show” for Disney and Pixar’s Oscar-nominated animated feature Elemental. Additionally, Lauv collaborated internationally on hits like “I Got You” with K-Pop group TWICE and “Run Back To You” with Chinese artist Lay Zhang.

Lauv’s musical career began in 2015 with the viral track “The Other,” which was quickly followed by the hugely popular “I Like Me Better.” His first album, I Met You When I Was 18, and his 2020 album, ~how i’m feeling~, further established his reputation, featuring collaborations with prominent artists such as BTS, Troye Sivan, and Alessia Cara. His 2022 album, All 4 Nothing, received positive reviews from notable publications including Rolling Stone, MTV, and V Magazine.

As Lauv kicks off this new era, fans can expect more innovative and heartfelt music. The single is available on all major streaming platforms, with upcoming tour dates in Thailand and the U.S.