Album Review: It's Not That Deep by Demi Lovato

Say what you want, but she's always been on the pulse of the current times despite starting as a Disney export and maybe missing a few beats here and there. With Confident's (2015) very of-the-time pop blending into the softer yet more assured Tell Me You Love Me (2017), through to the softer still Dancing With The Devil…The Art of Starting Over (2021) before handbrake turning into the rock-led HOLY FVCK (2022) and reimagining her previous works in the same vein with REVAMPED in 2023. It feels somewhat apt that she's returning to pop, but this time she's tapping into the sound of 2025 with her own point of view holding strong throughout the record.

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Demi Lovato began the promotional cycle for her seventh studio album, It’s Not That Deep, by pretending to tease an upcoming documentary. The announcement was false, revealed to be a self-mocking joke about the number of documentaries Lovato has released in the past. Although repetitive output becomes ripe for satire, Lovato has endured hardships worthy of documentation.

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On the cover of her ninth studio album, Demi Lovato takes centre-stage in a world that revolves around her, whether the people in her periphery notice or not. A kid plays football, grandpas while away their afternoon playing chess, a paparazzo flashes her camera at another off-screen star. Lovato doesn't seem to mind, because she knows something she didn't before: It's Not That Deep.

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The most obvious points of reference for Demi Lovato's It's Not That Deep are Katy Perry's 143 and Charli XCX's Brat--the former trading in tired, by-the-numbers house beats and the latter elevating the inventive maximalism of hyperpop to the mainstream. It's Not That Deep sits comfortably somewhere between those two wildly divergent dance-pop albums, merely nodding to Brat's influence but bearing much more personality than 143. Tracks like "Little Bit" feature glitchy, hyperpop-adjacent beats and vocal editing, while the standout "Frequency" throws it back to the early 2010s, when songs like Rihanna's "Where Have You Been" and Kesha's "Blow" dominated pop radio.

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