Canadian Artist SonReal Taps Into His "Potential"

Photo Credit: SonReal/Facebook

Obviously, the ride to fame is a bumpy one, and signing to a major label won’t shield you from the perils ahead.

In an industry where artists must not strive by talent alone, a big deal can lead to security for an artist. But remember, a record label is a business. Budgets are not as large they were 15-years-ago when money was just “floating” everywhere. So these days especially, label execs focus more on cashing in. And if making coins means having either partial or full reign of an artist’s creative process and owning the masters to recordings, then so be it.

Some artists happily comply, some cry about it later, and others just walk away. Artists who choose the latter, like SonReal, continue their trek on the do-it-yourself route until the right deal comes along. After parting ways with Capitol Records last year, the iHeart Radio Much Music Video Award winner returns with “Potential.”

The single is an uplifting anthem for all underdogs in pursuit of success. In the visual, shot in the heart of China, Real taps into his creative potential with group exercises and basketball.

As a fan of skateboarding, he decided to shoot the video in China given the nation’s rising popularity in skateboard culture. “Potential” is slated for Real’s first international album, One Long Dream. When asked about the particular region of China the visual was shot in, here’s what Real had to say:

“I wanted to go somewhere we could shoot a video based on real human interaction and somewhere that people don’t normally shoot videos,” he said. “Also, the skateboarding in China is insane, especially in Hong Kong, Guangzhou, and Shenzhen.”

According to Real’s manager, the split with Capitol Records was a mutual parting due to a misalignment in creative visions. Real will sign to the right partner but is completely comfortable on the DIY front.

Creative differences led to the split. However, let’s not forget the collab did produce the platinum single “Can I Get A Witness,” last summer.