Intentions

Lyrically, "Intentions" is a tribute to the women in the artists' lives. Justin Bieber's verses are widely interpreted as an ode to his wife, Hailey Bieber. He celebrates her natural beauty ("Picture perfect, you don't need no filter"), her independence ("Stay in the kitchen cookin' up, got your own bread"), and her strong character, referring to her as an "asset" and a "triple threat". The lyrics convey deep appreciation and a promise of unwavering support and attention. Quavo's verse continues this theme, expressing his commitment and love for his then-girlfriend, rapper Saweetie. The song's overall message is about valuing, respecting, and uplifting one's partner.

Beyond the romantic declarations, the song's title carries a broader meaning, as explained by Bieber himself. He stated that the song is about the importance of setting positive intentions in life. In an interview with MTV, he explained, "I think a lot of us forget... to set intentions... what we set our intentions on makes a difference on the... outcome of our life and the quality of life that we live." This dual meaning is powerfully brought to life in the song's music video, which shifts the focus from personal relationships to social consciousness and philanthropy. The video highlights the stories of women from Alexandria House, a transitional shelter in Los Angeles, thereby giving the song a second, profound layer of meaning about having intentions to bring about positive change and support those who have overcome adversity.

The song is a heartfelt ode to a significant other, celebrating their inherent worth and beauty. The narrator begins by expressing admiration for his partner's natural perfection, stating she needs no filters because she is already flawless and captivating. His primary goal, or 'intention,' is to shower her with undivided attention. He praises her independence and self-sufficiency, symbolized by her 'cooking up' and having her 'own bread,' recognizing her as a valuable 'asset' with a 'heart full of equity.' The commitment is to ensure she feels so secure and valued that she never needs external validation or 'mentions'.

This appreciation extends to her upbringing, with a 'shout-out' to her parents for raising such an exceptional person. She serves as his creative 'muse,' and her smile is so impactful it could make the news. The lyrics emphasize her strength and resilience, describing her as a 'triple threat'—a boss, a partner ('bae'), and a force ('beast')—who is impervious to negativity. Her positive qualities make his choice to be with her effortless.

The narrator further reinforces her value, stating she doesn't require anyone's approval because she has already 'passed' any test. She is self-assured and holds the 'upper hand,' having established herself as her own 'brand' without needing a sponsor. He compares his steadfastness to a rock, like Colorado, and alludes to commitment with a reference to a championship 'ring, just like Toronto.' His love is portrayed as a growing entity, promising to love her 'a little more tomorrow'.

A second voice joins in, echoing the sentiment of genuine commitment without pretense. This verse highlights a relationship built on a 'fifty-fifty percentage,' where both partners are committed and invested. They share feelings and goals, striving for a partnership rather than independence from each other. He expresses his intention to solidify this bond with a ring, praying it fits perfectly, symbolizing a perfect union. The song concludes by reiterating the core message: a pledge of focused attention and support, celebrating the partner's intrinsic value and strength, all stemming from the purest intentions.

"Intentions" was released on February 7, 2020, as the second single from Justin Bieber's fifth studio album, Changes. The song was written by Justin Bieber, Quavious Marshall (Quavo), Jason "Poo Bear" Boyd, and the production duo The Audibles, which consists of Dominic "DJ" Jordan and Jimmy Giannos. Poo Bear and The Audibles were also the producers of the track.

The Audibles have a long-standing working relationship with Bieber, having contributed to his 2013 album Journals and 2015's Purpose. For Changes, they collaborated extensively with Poo Bear. The creation of "Intentions" involved a moment of revision; after The Audibles submitted the initial beat, Bieber felt the main melody sounded too much like an "ice cream truck" and requested a change. The production team reworked the core melodic identity of the song, which ultimately led to the final version. Despite the change, the producers felt from the beginning that the song had hit potential.

Quavo's feature was a last-minute addition. The song wasn't originally written with a collaboration in mind, but his verse was incorporated shortly before the song's release. Bieber and Quavo had previously collaborated on DJ Khaled's hits "I'm the One" and "No Brainer."

The recording and mixing took place at Henson Recording Studios in Hollywood, California, with Josh Gudwin handling vocal production, mixing, and recording engineering, assisted by Chris "TEK" O'Ryan.

"Intentions" employs modern, relatable metaphors to express admiration and commitment.

• "Picture perfect, you don't need no filter": This opening line uses the metaphor of social media photo filters to symbolize societal pressures for perfection. By stating she doesn't need one, Bieber is saying she is naturally beautiful and authentic.
• "Stay in the kitchen cookin' up, got your own bread": This is a contemporary metaphor for financial independence and self-sufficiency. "Bread" is slang for money, and "cookin' up" implies she is creating her own success and wealth.
• "Heart full of equity, you're an asset": This line uses financial terminology to describe her value in his life. "Equity" and "asset" go beyond monetary worth, suggesting she is a valuable, contributing partner who enriches his life emotionally and spiritually.
• "You're the brand now": This metaphor positions his partner as a powerful, self-made entity, akin to a successful commercial brand that needs no external endorsement ("sponsor"). It highlights her independence and strong personal identity.
• "You're my rock, my Colorado": This simile compares his partner's stability and reliability to a rock, with "Colorado" likely alluding to the Rocky Mountains, emphasizing her strength and grounding presence in his life.
• "Get that ring, just like Toronto": This is a direct allusion to the Toronto Raptors winning the 2019 NBA Championship ring. It serves as a metaphor for achieving the ultimate prize or level of commitment, in this case, marriage.

The predominant emotional tone of "Intentions" is one of warmth, sincerity, and uplifting positivity. The song creates a feel-good atmosphere through its combination of gentle lyrics, smooth melodies, and a relaxed, upbeat tempo. It is fundamentally a song of love and appreciation, but it eschews intense passion for a more stable, comforting, and supportive form of affection.

This emotional landscape is crafted through Bieber's soft, earnest vocal delivery, which sounds more like a heartfelt conversation than a dramatic declaration. The lyrics, filled with compliments and promises of support, contribute to this sense of security and genuine care. The bright, melodic synth hook and the laid-back R&B/trap beat further enhance the song's positive and easygoing vibe. Quavo's verse maintains this upbeat mood, adding a layer of confident, committed swagger. There are no major emotional shifts; the song sustains its joyful and loving atmosphere from beginning to end, making it an anthem of positive and healthy relationships.

"Intentions" achieved significant commercial success and cultural impact upon its release. The song reached the top ten in numerous countries, including the US Billboard Hot 100 (peaking at number five), the UK, Canada, and Australia, and hit number one in Malaysia, New Zealand, and Singapore. It became Bieber's 18th top-ten entry in the US and spent 19 non-consecutive weeks in the top ten. The song also topped Billboard's Hot R&B Songs chart.

The song's most notable cultural impact stemmed from its music video. Directed by Michael D. Ratner, the video highlighted the stories of three women from Alexandria House, a non-profit organization providing housing and support for women and children in Los Angeles. This charitable focus was widely praised and drew comparisons to Drake's philanthropic "God's Plan" video. Bieber launched the "INTENTIONS Fund" with a $200,000 donation to support Alexandria House, which subsequently received a surge in public donations, raising over $10,000 in the first few days after the video's release. The video was nominated for "Best Pop Video" at the 2020 MTV Video Music Awards and won a VMA for Best Pop. The song was also nominated for a Grammy Award for Best Pop Duo/Group Performance.

"Intentions" features a relaxed, mid-tempo rhythm that gives the song its characteristic smooth and easy-listening feel. The song is set in the key of A major. The rhythmic foundation is a stripped-back trap beat, with a consistent hi-hat pattern, a snare hitting on the main beats, and a resonant 808 bass line that anchors the harmony. This creates a gentle, head-nodding groove that allows the vocals and melodic synth line to stand out.

The rhyme scheme is relatively simple and direct, contributing to the song's straightforward, conversational tone. For example, in the first part of the chorus, "filter" rhymes with "killer," and "attention" rhymes with "intentions." This AABB pattern makes the chorus highly memorable and singable. The verses often use couplets and near rhymes to maintain a fluid lyrical flow. For instance, in the first verse, "makin' you" is paired with "raisin' you," and "muse" is rhymed with "news." Quavo's rap verse introduces a more complex rhythmic flow with internal rhymes and his signature triplet feel, adding variety and energy to the track's latter half. The interplay between Bieber's smooth vocal rhythm and Quavo's more syncopated delivery is a key dynamic feature of the song.

Musically, "Intentions" is a laid-back pop and R&B track with trap-inspired elements. The production, by Poo Bear and The Audibles, is characterized by its clean, sparse arrangement. The song is built around a simple three-chord pattern in A major (A major, F-sharp minor, and D major) and a catchy, arpeggiated synth melody that serves as the main hook. The rhythm is driven by a simplistic trap beat with prominent hi-hats, a snare on the third beat, and a deep 808 bass that complements the melodic structure.

Bieber's vocal delivery is smooth and relaxed, fitting the song's appreciative and gentle tone. He uses a conversational style that makes the lyrics feel personal and sincere. Quavo's verse provides a stylistic contrast, employing his signature melodic rap flow with ad-libs that add texture to the track. Lyrically, the song uses direct address and contemporary slang ("no cap," "bae," "bread") to create a modern and relatable feel. Repetition is a key literary device, with the chorus reinforcing the central theme of "intentions" throughout the song.