Roku City is getting its first headline show, courtesy of Demi Lovato.
Roku is turning its famed Roku City screen saver into a stage for pop stars, and the company has tapped Lovato as the first artist set to take over. Roku and Lovato are using Roku City to host a performance of Lovato’s “Here All Night,” the second single off her upcoming album It’s Not That Deep, as well as a cover of “I Wanna Dance with Somebody.”
Roku said users can access the experience by selecting an interactive Roku City building, which will transport viewers to the Lovato performances. Roku is also sharing behind-the-scenes footage, photos and a pre-save for Lovato’s album.
“I’m beyond excited to partner with Roku again to give the first taste of a live performance from my new music era,” Lovato said in a statement Tuesday. “It’s Not That Deep’ represents an electric energy I’m feeling about life right now, and I can’t wait to share that with everyone Live from Roku City.”
Good World Creative and London Alley produced “Live From Roku City Featuring Demi Lovato” and Hannah Lux Davis directed. Brandon Bonfiglio executive produced and Brian Tannenbaum, head of Roku Originals, oversaw the experience for Roku.
The Lovato activation comes about two years after Roku had introduced advertising to Roku City back in 2023. Since ads started on the screensaver, Roku City has hosted the likes of McDonald’s and Disney World.
Music activations are a natural next step given how prevalent virtual concerts have become in the past several years, with video game platforms like Fortnite and Roblox hosting concerts for a wide range of acts like Travis Scott, Ariana Grande and Lil Nas X among others.
“With ‘Live from Roku City’ we’re doubling down on so much of what makes our platform special,” Charlie Collier, president of Roku Media, said in a statement. “Roku delivers TV’s broadest reach environment, and with the addition of original video storytelling for the first time in Roku City, we’re also providing TV’s biggest stage. Demi Lovato is an artist who has thrived on authenticity and a steadfast dedication to her fans, and we’re showcasing both in the first of many new, creative, and unique ways artists can shine at scale on our platform.”
