Lauv Steps Into His Most Authentic Era Yet With "Potential"
Singer-songwriter Lauv has once again captured our hearts with his latest single, "Potential," released just as he prepares for a series of festivals and shows in Asia. The song 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.
Photo Credit: Daniel Prakopcyk
With "Potential," Lauv has embarked on a musical journey that feels like a return to his roots. The song exudes a sense of familiarity and comfort, reminiscent of his earlier feel-good hits. Fans of his music will immediately notice the subtle nod to his previous track "Fake," featuring Conan Gray. However, "Potential" is more than just a nostalgic trip down memory lane. Lauv infuses his signature sound with a more mature and introspective narrative, making it both relatable and emotionally resonant. It's a refreshing reminder of Lauv's ability to create music that not only uplifts the spirit but also speaks to the listener's personal experiences.
“‘Potential’ is about falling in love with someone who doesn’t know they love you back yet. A song to soundtrack an unrequited love where you could swear they must feel the same way because you see them like no one else can. It’s about evolving relationships. ‘Potential’ is a beautiful beginning that turns into a perilous search for love. I’m excited to share with you what comes next.”
One of the most striking aspects of "Potential" is Lauv's storytelling. Despite teasing the chorus on social media in recent months, the song feels remarkably fresh and captivating. Lauv weaves a narrative that is both introspective and relatable, showcasing his ability to create music that speaks to the listener's personal experiences. This talent for crafting meaningful stories has been evident since his first EP — lost in the light — and continues to be a defining aspect of his music.
The accompanying music video, directed by Luke Orlando (Charli XCX, Caroline Polachek), does an excellent job of bringing to the forefront the narrative of this piece and sees Lauv shine in his first-ever fully-choreographed video.
"Potential" isn't just a catchy chorus; it's a piece of a larger, beautifully intricate musical picture that is sure to resonate with fans worldwide. It marks the dawn of a new age for Lauv, as he enters what could be his most authentic era yet.
Lauv has once again proven himself to be a master of his craft. The song is a testament to his growth as an artist and a promise of more incredible music to come. So, if you haven't already, take a listen to "Potential" and let Lauv's heartfelt lyrics and soulful melodies sweep you off your feet like damn.