MUMBAI: Multi-Platinum and chart-topping singer, songwriter, producer, and multi-instrumentalist Lauv has released his first single and music video of 2024, “Potential." Embracing his signature lyrical openness, “Potential” marks a new era for the artist. Simple guitar strumming is complimented with a laid-back drum beat, allowing Lauv’s vocals to be front and center. With heartfelt lyrics that capture the uncertainty of a budding romance, Lauv invites listeners to share the feelings of anticipation and excitement as he admits, “I think we got potential.”

“‘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."

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” 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.

Amassing over 14 billion global streams and earning over 18 million monthly Spotify listeners, Lauv has solidified himself as a true force in the pop landscape. His ability to transfix audiences continued beyond the stage and the small screen in 2023 as he was directly tapped to write and perform the original song, “Steal The Show” for Disney and Pixar’s Oscar-nominated animated feature Elemental. 2024 has already proven to be an exciting year in the global story of Lauv with a series of international hit collaborations, including “I Got You” with globally renowned K-Pop group TWICE and “Run Back To You” with Chinese multi-hyphenate Lay Zhang. With Billboard hailing his “brand of vulnerable, immaculately constructed pop,” Lauv continues to prove that he is a multi-talented trailblazer.

2023 was a substantial touring year for Lauv, embarking on a run of sold-out shows across the globe. Aside from performances in countries across Asia, Europe, and Oceana, he captivated crowds at festivals including Corona Capital in Mexico and Loveloud Festival in Salt Lake City, UT. See below for upcoming live dates, and stay tuned for more from Lauv.