Demi Lovato is Disneyrific — and she’s not a half-bad rock act, either.

No company markets their product quite like Disney. Witness the Demi Lovato concert last Monday at the Wells Fargo Theatre.

For starters, there was the theater lobby. The lobby was clustered with the largest merchandise tables and most elaborate cross-promotional booths modern concerts have to offer. Surrounding the booths were hundreds of 6 to 15-year-olds and their cash-toting parents. The kids seemed in a comfort zone as they moved swiftly between peddlers to buy T-shirts, bumper stickers, smoothies and posters.

It didn’t take long for my daughter to succumb to the crowd’s fervor. She gave me that look that said, “Why do they get one?” I began to feel an imminent pressure to buy her something. Damn you, Disney! I hurried us to our seats.

The stage inside the theater was massive and multi-tiered. Two-story L.E.D. screens framed the band. The top tier of the stage held the keyboardist, two back-up singers and a drummer. Down some stairs on the bottom stage were the bassist, a piano and the lead guitarist, who I like to refer to as Disney-Slash.

Soon after, Demi Lovato appeared in a cloud of smoke on top center stage to the ear shattering shrieks of thousands of her Demi-Minions (hereafter “Deminions”). She greeted her audience, and her demeanor was that of the cool babysitter you always wanted as a child – the one who said, “O.K., I’m here, kids. We’re going to have some fun. And by the way, I’m kind of hot.”

Demi led off with the Kelly-Clarkson-esque “La La Land.” The Deminions began to pogo and wave their glow sticks. At the song’s end, her Deminions sang along in unison, “I won’t change anything in my life. I’m staying myself tonight.”

From there Demi wasted no time between songs – unless that time was used for self-promotion. Her vocals ranged from the Disney-pop sounds of “This is Me” to the slightly more hard-edged vocals of “Here We Go Again.” Surprisingly, Demi shows some versatility with the raspy, soul-filled vocals in “Every Time You Lie.” It took Demi just over an hour to move through roughly sixteen songs.

Demi Lovato was a tough read. Her facial expressions and demeanor seem genuine – like a legitimate recording artist, but with a Disney label. Demi is actually a really solid rock act. You want to like her, but the self-promotion between each song is a bit much.

One song featured her television show projected at the back of the stage. Demi asked the audience, “Has everybody seen ‘Sonny With A Chance?’ ” Between another set of songs, she promoted her new album, which was being released that evening. During the intermission, she stated her thoughts on the importance of texting for an AT&T advertisement.

At one point in the show she said, “Sometimes you write songs and you relate to them. Sometimes you write songs and you relate to them later.” It’s almost as if she was saying that at least some of her intentions are artistic, while others are just to sell a song.

As my daughter and I left Wells Fargo Theatre, I wondered how much all this marketing may have ruined her experience. From what I could gather from her excitement, it dampened things very little for her.

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Troy Markgraf is a Denver-based writer and a regular contributor to Reverb.