Demi Lovato is back, and she’s burning rubber and bridges no longer. On Aug. 1, the singer released the music video for “Fast,” the lead single off their upcoming ninth studio album. But before the video even hit YouTube, Lovato made headlines with a surprise promotional pit stop at The Bigg Chill, the same frozen yogurt shop they once publicly criticized in 2021.
For pop culture historians (and people who were online during the early pandemic), this is more than a clever marketing move, it’s a full-circle moment.
The 2021 Froyo Feud, Revisited
Let’s rewind for a second. In April 2021, Lovato called out The Bigg Chill for promoting “diet culture” after spotting sugar-free and gluten-free options near the counter. “Do better please,” she wrote in a since-deleted Instagram Story, sparking intense backlash.
The Bigg Chill defended its product offerings, saying they catered to a wide range of dietary needs, from diabetics to vegans. What followed was a messy exchange of DMs, a few notes app apologies, and plenty of think pieces.
Now, three years later, Lovato is not only over it, they’re leaning into it. In a cheeky TikTok posted to their account, they stroll confidently through The Bigg Chill while “Fast” plays in the background, practically daring fans not to eat this moment up.
Inside the “Fast” Music Video
Directed by Daniel Sachon, the “Fast” video matches its title with high-octane visuals: Lovato struts through chaotic streets where cars blaze, clubgoers hover, and semi-clothed partiers dart around in every direction.
Draped in a pink-and-white Prada outfit and translucent Metropolis heels, the star commands the scene like a glamazon on a mission. The stylist behind the look, Chris Horan, confirmed the ensemble was custom-curated for the visual’s blend of elegance and anarchy.
But the best part? Lovato uses the video to nod to their most viral pop culture moments with a string of blink-and-you’ll-miss-it TV screen cameos:
- Poot Lovato, the alter-ego born from a bad Tumblr angle
- That time they sang “Skyscraper” to a ghost on Unidentified
- The “favorite dish” meme: “a mug”
- The “Disney knees” from Camp Rock
- A clapback to a fat-shaming troll
Rather than ignore their meme legacy, Lovato puts it front and center, turning the internet’s favorite bits into badges of honor.
A New Era, A New Attitude
“Fast” marks a high-energy, self-aware chapter in Lovato’s career. The track itself is a synth-driven anthem about craving momentum and following desire at full speed:
“I wanna go fast / I wanna go hard / I wanna go anywhere, anywhere you are.”
It’s the kind of pop declaration that feels equal parts rebellion and rebirth, much like the rest of their recent rollouts. With a Bigg Chill cameo and a fiery visual metaphor, Lovato is not just promoting a song, they’re reclaiming a narrative.
