Vocal powerhouse Demi Lovato has announced the forthcoming release of her ninth studio album, It’s Not That Deep.
Executive produced by Zhone, It’s Not That Deep will be released via DLG Recordings/Island Records on October 24. The 11-track album, which features latest tracks ‘Fast’ and ‘Here All Night’, revisits the dance-pop sound laced throughout Demi’s previous hit records and brings a celebratory energy that’s about taking full control while letting inhibitions go.
The title evokes a personal mantra for Demi, as she returns to the carefree charm that once defined her earlier eras and finds the joy in life’s pleasures. Speaking about her new album, Demi says: “This music is a perfect reflection of where I’m at today. I had such an incredible time making this album with Zhone and it was such a freeing experience to let loose and have fun with it.
“With my past eras, I often wrote cathartic music about heavy topics that I needed to process. When I got back in the studio this time around, those songs just weren’t resonating anymore because I’m not in that place in life. I’m happy, I’m in love, and I just want to enjoy life and have fun. I realized it’s not that deep anymore, and that became the ethos for this album. It’s Not That Deep is meant for late nights and dancefloors, and I can’t wait for you all to dance with me.”
In an interview with PAPER, Demi explores the meaning behind her new album cover. “What’s great about the album cover is that you can see that I’m self-aware of all these people with their eyes on me, but I’m locked in and unfazed by the chaos around me. Then, you know, I’m covering myself with a dry cleaning bag that says, “We [Heart] Our Customers.” This album really is for my fans. It’s definitely a reflection of where I’m at. But that’s not why I’m doing it. I’m making music because I feel like my fans have been wanting [to see this side of me].
“I’m covering myself with a dry cleaning bag, but I’m naked underneath. So I’m owning my sexuality while also, you know, it’s saying “We <3 Our Customers,” so it’s for the fans. It’s this image where there’s chaos around me, and that’s what I liked about the “Fast” music video, too. There’s all this chaos around me, but I’m dialed in, I’m locked in, unfazed. That’s me taking my power back. It’s all about me taking my power back.”
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