Justin Bieber
Media Studies: Eduqas GCSE, topic 5.5.1
Justin Bieber and 'Intentions'
Justin Bieber is regarded as a prominent figure in contemporary popular music. He rose to fame in the late 2000s after being discovered on YouTube
Background
- Justin Drew Bieber is a Canadian pop and R&B artist, discovered at age 13 through YouTube.
- He was signed by Scooter Braun and Usher, leading to global fame.
- He is known for hit singles such as Baby, Sorry, Love Yourself, and Peaches.
- He has major cultural influence across:
- Pop music
- Social media
- Youth fan culture (Beliebers)
Career
- Bieber's breakout album was My World 2.0 (2010), which received international success.
- Later, he transitioned into mature pop/R&B with Purpose (2015) and Changes (2020).
- His songs often include themes of love, adulthood, and personal growth.
“Intentions” Overview
- The song was released on 7 February 2020.
- Genre: R&B/pop, with themes of love, praise, and empowerment
- It is the second single from Changes.
- It features guest vocals from Quavo (American rapper, member of Migos).
- The music video premiered on Justin Bieber’s YouTube channel on the same day as the song's release.
Music video production
- Director: Michael D. Ratner
- Founder of OBB Media (film, TV, digital content)
- Shot on location:
- Alexandria House, Los Angeles – a non-profit shelter supporting vulnerable women and children
- A library at California State University
- The video includes:
- Documentary-style interviews
- Real stories of three women supported by the shelter
- A mix of narrative sequences and philanthropic messaging
Alexandria House
- Alexandria House provides transitional housing, education support, and community programmes.
- The extended video features interviews with:
- Three women who share experiences of homelessness, education barriers, and family challenges
- The founder, who states her intention is “to speak truth to power… about injustices and the need for equity.”
Philanthropy & “Intentions Fund”
- Justin Bieber created the Intentions Fund alongside the video release.
- He donated $200,000 to Alexandria House.
- The money supports:
- Housing, education, childcare, basic necessities
- It integrates celebrity activism with music video promotion.
- It also demonstrates social responsibility and reinforces the video's positive, inspirational message.
Test yourself on Justin Bieber
How was Justin Bieber first discovered?
What was the primary intention behind creating the “Intentions Fund”?
Where was the “Intentions” music video primarily filmed?