Wed Sep 17 01:10:00 UTC 2025: **FOR IMMEDIATE RELEASE**

**Demi Lovato Reclaims Narrative with New Album “It’s Not That Deep,” Embraces “Popvato” Era**

**LOS ANGELES, CA** – Multi-platinum artist Demi Lovato is entering a new era, embracing a lighter, club-ready sound with her upcoming album, “It’s Not That Deep,” set to release this fall. After years of public scrutiny and meme-worthy moments, Lovato is taking control of her narrative, reclaiming ownership through self-awareness and a confident embrace of her past.

“An incredible, powerful way to take the power back is to own the memes,” Lovato told PAPER Magazine. “Because then, if I’m laughing, nobody can laugh at me.”

This new chapter, dubbed the “Popvato” era, showcases Lovato’s evolution from Disney Channel star to genre-bending artist. “It’s Not That Deep” marks a departure from emotional ballads, diving headfirst into EDM, house, and club-pop designed for pure, unadulterated joy.

The album cover further emphasizes Lovato’s message of self-possession. Depicted surrounded by onlookers, Lovato remains unfazed, wrapped in a dry-cleaning bag emblazoned with “We [Love] Our Customers,” a commentary on fame and the consumerism of celebrity. “I’m covering myself with a dry cleaning bag, but I’m naked underneath,” Lovato explains, highlighting the album’s themes of intimacy and reclaiming control of her image.

Lovato’s latest single, “Here All Night,” is accompanied by a high-energy music video showcasing choreography not seen from the artist in years. Shot in her apartment, the video underscores the song’s themes of escaping heartbreak through dance.

This new direction is deeply connected to Lovato’s personal growth and the queer spaces that have fostered her authenticity. “I love dancing, and I love doing that in queer spaces because it feels safe to me,” she shares.

Looking back at her early career as a Disney Channel star, Lovato acknowledges the demanding “hustle culture” that often came at the expense of mental health. This new era prioritizes balance, play, and ease.

“Popvato is back, and let’s have some fun. Period,” Lovato proclaims, signaling a confident and joyful new chapter in her career.

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