Lauv entered into a partnership with AWAL in 2024, allowing him to retain ownership of his music while benefiting from traditional label services. This collaboration includes the release of several singles, such as 'Potential' on April 24 and 'Cozy' on May 22.

Lauv announced a partnership with BetterHelp in October 2022 to promote mental health awareness. As part of this collaboration, BetterHelp committed to providing up to $3 million in free therapy hours to Lauv's fans.