Lovato first teased a photo from the music video shoot via Instagram on October 21, 2017, to which Fonsi commented: "What's up Demi..." He later posted a behind-the-scenes picture on his official Instagram account, captioned: "Finished! It's a wrap", to which Lovato replied: "Hola Fonsi". On November 1, 2017, MTV News reported that the collaboration would be titled "Échame la Culpa", a song Fonsi has been performing solo during live shows across the summer. In an interview with Billboard at iHeartRadio Fiesta Latina in Miami, Fonsi admitted: "It's a fun song, a fun record, we already filmed the video." He also revealed that the song would premiere in two weeks. In a clip shared by Billboard on November 13, 2017, Lovato and Fonsi can be seen meeting each other via a FaceTime call to discuss details about their collaboration. On November 14, 2017, Lovato took to social media to announce the song's release, along with a snippet of the song featuring only her part, as Fonsi posted a shot of himself lying in bed with pillows covered in the song's title. It was released onto iTunes for download three days later, and Fonsi published a photo that day of a truck with him and Lovato on it, as well as short quotes, including "¿Qué pasa Demi?" (English: What's up Demi?) and "Hey Fonsi". Fonsi told Viva Latino: "The lyrics are very joyful. It's that play on words, that famous cliché of 'It's not you, it's me' that many of us have used." On April 12, 2018, Fonsi performed the song live together with German singer Helene Fischer during a medley with "Despacito" at the German Echo Music Prize.