Every week at PopCrush, we’re putting the spotlight on one up-and-coming act you need to know about. Why? So you can get on board early before everyone else and their mother jumps on the bandwagon…and so you can be that one friend in the group who’s always like, “Um, actually, I prefer their earlier work.”

The internet has been a great equalizer for up-and-coming musicians: Sites like SoundCloud and Tumblr directly connect artists with potential fans, and you can reach a lot more ears online than you do just peddling your CD on the street corner. Sure, with so many artists sharing work digitally, there is a risk of getting lost in the glut of eager, talented hopefuls. But, as singer-songwriter Lauv can tell you firsthand, nothing separates you from the pack faster than a celebrity co-sign (or two).

As the New York-based artist's single "The Other" was picking up steam on the Hype Machine, it caught the attention of one high profile tastemaker. Actress Chloe Grace Moretz tweeted about "The Other" in March, asking, "Who is this guy I'm obsessed w his sound" and effectively introducing her 1.85 million followers to the smooth, introspective electro tune.
But Chloe wasn't the only star to rave about the now-viral track, which has reached over 1,190,000 listens on Spotify. One Direction's Liam Payne tweeted the track too, praising its "Super sick nighties RnB sound" and saying he "can't wait to here more." We believe Liam meant "nineties," and it's not a wholly inaccurate description.
Lauv, born Ari Leff, released his Lost In the Light EP on September 25. "Reforget," like "The Other," is a finely-wrought meditation on a rough breakup: "Blurry bodies but you're on my mind / We let it go, now I'm full of rum and regret / I go out just so I can reforget." The vulnerability in Lauv's voice adds texture to the track's slick production.

Lauv's signed with Prescription Songs, founded by hitmaking producer Dr. Luke — stay tuned for even more new music, and buy his EP is available on iTunes now if you like what you hear!

Who would you like to see featured in PopCrush Presents next? Tweet us at @popcrush with your recommendations using #PopCrushPresents!