IT’S NOT THAT DEEP (UNLESS YOU WANT IT TO BE) IS OUT NOW!!!
i love these new songs so much, it’s been so fun getting to share them with you while on tour. i can’t believe you already know the all the words 🥹 i’m so grateful for everyone who’s been a part of this season whether in support online, in the club, or at the shows. this new music is my gift to you 🤍
Despite the lack of promotion, "It’s Not That Deep" is very stable on both Spotify and Apple Music, proving the real potential of the project.
Demi deserves to promote her work. We want live performances and real promo events @IslandRecords#IslandRespectDemi
According to reliable sources, “It's Not That Deep” did not receive enough physical copies to be sold in the United States. Target stores, one of the most popular retailers of records, did not even receive the album to be sold. Most CD and vinyl stores also did not receive copies to sell, not to mention that Demi's official store changed the shipping date to November, probably because it is out of stock.
The neglect is also happening in Europe, which did not receive enough attention and the shipment of records is also delayed.
@IslandRecords' neglect of Demi's career and work is reaching unimaginable levels (in addition, the era had NO investment in digital platforms, TV performances, or singles sent to radio stations) and is disrespectful to all the effort she and her team have put into this era.
Dear @IslandRecords, Imran Majid and Justin Eshak,
It’s truly heartbreaking to see what’s happening with Demi Lovato. “It’s Not That Deep” is an excellent album, full of upbeat songs, incredible production, and a vibrant sound that shows how much energy and creativity she still has. Yet the project is being treated with a level of neglect that’s hard to understand. The album wasn’t shipped to physical stores upon release, not even to major retailers like Target, which didn’t receive any copies of the CDs or vinyls. And to make things worse, it will only arrive in the UK next week. That’s unacceptable for an artist of her caliber.
The songs aren’t being sent to radio, and this lack of support didn’t start now. It’s been this way since her first release of this decade. For years, Demi has delivered quality, passion, and consistency, but her work continues to be ignored by her own label. There’s no real promotion, no marketing plan, no commitment to giving her the visibility she deserves. It’s frustrating to watch such talent be left on its own while other artists from the same label receive the full machine behind them.
Her personal team and Brandon have been doing an incredible job. They’ve been working tirelessly, managing every detail, engaging with fans, and doing everything possible to keep the album alive. But without the label’s backing, their efforts can only go so far. This lack of investment and coordination will directly affect the album’s chart debut in both the UK and the US, and it’s likely to become the lowest debut of her career — not because of the music, but because of the absence of proper support.
During her interview with Zane Lowe on Apple Music, you could hear in Demi’s voice how sad and discouraged she was. It wasn’t dramatization — it was exhaustion. The exhaustion of someone who keeps giving everything she has, yet still gets overlooked. All fans want is to see her happy, respected, valued, and treated with the care she deserves. After everything she’s rebuilt, it’s unacceptable that Island continues to treat her career with such indifference. Demi deserves better.