Demi Lovato released the single “IT’S NOT THAT DEEP (UNLESS YOU WANT IT TO BE)” on April 24 via Safehouse Records, pairing the music drop with a Low Rise Jeans launch announced on Instagram.
The post said almost nothing. Lovato shared the song title, the date “4.24,” and a line that read “LOW RISE JEANS OUT NOW” with a white heart emoji. The announcement pulled in over 524,000 likes.
The song title says a lot on its own. “IT’S NOT THAT DEEP (UNLESS YOU WANT IT TO BE)” is self-aware and a little funny. It doesn’t take itself too seriously. That second part of the title keeps things open – it leaves room for anyone who wants to dig deeper, without making that a requirement.
This is a playful choice from an artist who has covered a lot of musical ground. Lovato came up through Disney in the late 2000s. “Camp Rock” in 2008 was an early breakthrough, and a successful pop career followed quickly. Songs like “Skyscraper” (2011), “Heart Attack” (2013), and “Cool for the Summer” (2015) kept Lovato on radio and streaming for years. “Sorry Not Sorry” from 2017 had a harder, more confident edge and became one of their best-known tracks.
By 2022, the direction had shifted again. “HOLY FVCK” was a rock-forward album that marked a clear change in style. It found an enthusiastic audience in alternative and rock circles. “IT’S NOT THAT DEEP (UNLESS YOU WANT IT TO BE)” reads as something different – more relaxed and lighter in tone. The title suggests a step back from that heavier direction.
Safehouse Records is the label behind this release. It’s a change from Hollywood Records, the Disney-connected label that Lovato worked with early in their career. Lovato hasn’t gone into detail about the new partnership. But the rollout here – a brief caption, no official press campaign, no staged announcement – is more minimal than Lovato’s earlier major releases.
The Low Rise Jeans collection is the other part of the announcement. Lovato’s post listed it as “out now” alongside the single but didn’t describe the collection further. The caption didn’t clarify whether it’s clothing, a merchandise line, or something else. Both things arrived together, and the Low Rise Jeans details are still sparse.
Pairing a product drop with a music release is a common strategy right now. Artists use the overlap to draw attention to both at once. Lovato kept the execution minimal – song title, date, product name – and let the title do most of the talking.
There’s something fitting about a song called “IT’S NOT THAT DEEP (UNLESS YOU WANT IT TO BE)” arriving with almost no explanation. Over half a million likes on a post that said almost nothing suggests the audience got it. The single is out, the collection is live, and Lovato’s next chapter is underway.
