Justin Bieber - Intentions ft. Quavo

What this video is

Released February 7, 2020, 'Intentions' arrived one week before Justin Bieber's long-awaited comeback album 'Changes' (Valentine's Day 2020), marking a pivotal moment in his post-hiatus commercial and artistic rehabilitation. The video represents a significant trend in early 2020s mainstream pop: the philanthropy-tied music video as both social statement and promotional strategy. By centering real women from…

Why it matters

A landmark example of the 'philanthropic music video' subgenre, blending documentary realism with pop-R&B performance content. The video's structural integration of real subjects' testimonies with artist performance sequences influenced subsequent socially conscious pop video production in the…

The director

CEO & Founder of OBB Media, a vertically integrated next-gen entertainment studio founded in 2016. MFA in film directing from NYU Tisch School of the Arts; BA in Film from University of Pennsylvania (summa cum laude). Career highlights include…