Following the four teaser clips released for Demi Lovato‘s “Heart Attack” video, the full Chris Applebaum-directed visual premiered tonight (April 9). As the love jam kicks off, Demi, with her hair pulled back, sings her own praises when it comes to playing men “like a Ken doll” while wearing a white shirt and black gloves. But as the ultimate Disney princess soon laments the fact that she’s finally met her romantic match, we switch to a darker scene that features Demi letting her hair down and rocking out in front of a wind machine with her band.
When the chorus kicks in and Lovato declares that she thinks she’d “have a heart attack” if she ever let her guard down, the vulnerable songstress begins to bleed black paint. It’s a theme that ties in nicely with the untidy cover art for her upcoming LP Demi (out May 14).
By the end of the clip, the paint, like Demi’s emotions, has run all over the place, leaving the singer smudged but steadfast in her resolve to stay strong. As we mentioned before, fans are clearly being ushered into Lovato’s new, far more mature era.