“It’s Not That Deep” could become Demi Lovato’s first album without a song entry on the Billboard Hot 100, as Island Records didn’t send any songs to radio or make any effort to promote them.
The songs “Let You Go” and “Sorry To Myself” are holding steady and slowly growing on Spotify and TikTok, but as Billboard itself once said, a spark doesn’t turn into a fire on its own.
They’re going to let these songs die just like they did with “Fast”, “Here All Night” and “Kiss.” Demi said she doesn’t care about charts, but it’s clear she misses having a hit on the radio. It’s really sad and frustrating to see the label’s lack of effort this era. I’m sure that if they actually tried, Demi would be happier and more excited. She literally sold out Madison Square Garden and they’re still blind to it. Meanwhile, artists from the same label have two or three songs on Today’s Top Hits, and Demi hasn’t been on that playlist since 2021.
Demi deserves better.
Let You Go by @ddlovato has been added to @SiriusXMHits1 ! Fill out this survey saying you listen to hits 1 and go all the way to end and rate Let You Go a 5 so they keep playing it! https://t.co/OxNht9Vwo2
Billboard claims Demi Lovato was sabotaged by her own team during the “It’s Not That Deep” era:
"My issue isn't really with Demi at all. It's more that I feel like the album rollout was kind of mishandled. I feel like they could've sent something to the radio stations. Maybe they wouldn't have bought into it, but they could've tried. I think they could've gotten her on a late-night show, maybe two, let the public see her. It just felt kind of quiet, you know?
The imagery sold well online, for sure — we got the whole new era vibe and all that. But now it's about selling the music, and they didn't give her the chance to do that because she didn't show up anywhere the public could see her for, like, three weeks before the album dropped.
To be fair, I think the fact that she didn't perform at the VMA is kind of absurd. These days, anyone can get a slot at the VMA. That was ridiculous. Fast was literally nominated, and still, nothing. It was kind of insane.
I really don't have any complaints about Demi. I just think this album had real potential because there was genuine interest in her comeback when it all started getting teased. People were excited, like, 'Yeah, let’s give her her moment, her space.' The energy was there, and they just dropped the ball. And I'm not happy about that.
When Fast came out, there was a ton of online buzz. And then it just… fizzled. If I had to guess what happened, I'd say her team thought: 'Look, excitement, great, it'll grow on its own.' But that's not how it works. It's a fire — you've got to stoke it, keep it going. They could've done more.
Still, I'm glad she seems to be having fun. That's basically it. And she looks stunning."
Billboard journalist wrote a piece on the promotion and rollout of Demi Lovato’s new album “It’s Not That Deep”. Highlighting how no singles were sent to radio, no TV appearances, or performances etc..
"My issue isn't really with Demi at all. It's more that I feel like the album rollout was kind of mishandled. I feel like they could've sent something to the radio stations. Maybe they wouldn't have bought into it, but they could've tried. I think they could've gotten her on a late-night show, maybe two, let the public see her. It just felt kind of quiet, you know? The imagery sold well online, for sure—we got the whole new era vibe and all that. But now it's about selling the music, and they didn't give her the chance to do that because she didn't show up anywhere the public could see her for, like, three weeks before the album dropped.
To be fair, I think the fact that she didn't perform at the VMA is kind of absurd. These days, anyone can get a slot at the VMA. That was ridiculous. 'Fast' was literally nominated, and still, nothing. It was kind of insane. I really don't have any complaints about Demi. I just think this album had real potential because there was genuine interest in her comeback when it all started getting teased. People were excited, like, 'Yeah, let's give her her moment, her space.' The energy was there, and they just dropped the ball. And I'm not happy about that.
When 'Fast' came out, there was a ton of online buzz. And then it just… fizzled. If I had to guess what happened, I'd say her team thought: 'Look, excitement, great, it'll grow on its own.' But that's not how it works. It's a fire—you've got to stoke it, keep it going. They could've done more. Still, I'm glad she seems to be having fun. That's basically it. And she looks stunning."
Demi Lovato has entered the history books as the first female artist to earn No. 1 albums on the Billboard 200, Top Alternative Albums, Top Dance Albums and Top Rock Albums charts.
"Let You Go" is "It’s Not That Deep" single with the best daily performance on Spotify since "Fast".
Let’s reach 300.000 streams again tomorrow.
https://t.co/UuT6gNmJVz
“It's Not That Deep” — Spotify Update:
1st week — 16,510,980
8th day — 1,860,780
9th day — 1,359,779
10th day — 1,118,532
11th day — 1,333,689
TOTAL STREAMS — 56,697,204