As
she approaches the release of her fourth studio album, it becomes clear to
everyone that we are seeing a brand-new Demi Lovato. With her latest single “Heart
Attack,” we’re being introduced to a more confident and powerful singer whose
expressiveness is incomparable. In an industry full of disposable pop songs and
overly auto-tuned vocals, it’s refreshing to hear a song that is carried so
wonderfully by strong vocals. It’s always been obvious that Lovato was the
exception to the Disney bunch in terms of talent (let’s face it, she’s got
vocal chops that could demolish the likes of Hilary Duff and Selena Gomez with
a single belt of a note) so it’s fantastic to see that Lovato’s years of
struggling within the industry are paying off. Is it too early to say she’s a
superstar?
Her
music video for “Heart Attack” takes a new approach for Lovato. She still
maintains her rock edge but this time around she’s choosing to be more
artistic. The video is simple and maintains a strict colourless image reflected
in the black and white clothing Lovato wears throughout. We see two Demis in
the video – the rock goddess draped in black with smoky eyes and confident
demeanour and the fresh-faced beauty dressed solely in a white t-shirt. For
those who are fans of the pop singer, they will recognize these two images as
the two sides of Demi Lovato. Lovato is so admirable because she allows her
fans a glimpse of both – the glamour and the reality. While the ink-like
substance that punctuates the video feels far too reminiscent of the Dixie
Chicks’ video for “Not Ready to Make Nice,” it still serves as a fantastic
metaphor for the way in which love (and other things) can infect us and change
us as witnessed by the demure white-clad Lovato being smeared by the blackness.
It’s
evident from her new song and video that Demi Lovato is moving in a new
direction with her career. It’s exciting to see a young musician taking chances
and stepping outside of the box granting her fans and the public an opportunity
to see different sides of herself. If “Heart Attack” is any indication of what
we can expect to see from her forthcoming album DEMI, I think it’s safe to say we’re in for a real treat.
Grade:
B+
“Heart
Attack” is on iTunes now. DEMI will be released on May 14, 2013.
See the full video here: Demi Lovato - Heart Attack (Official Video)
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