Justin Bieber's music video for "Intentions," released in February 2020 as the second single from his fifth studio album Changes, reflects both his artistic ambitions and personal values. The video, which premiered on Bieber’s YouTube channel on the same day as the song's release, showcases Bieber's evolving career and his intention to use his platform for positive social change. Directed by Michael D. Ratner, the video features guest vocals from American rapper Quavo and was shot on location at Alexandria House, a non-profit organization in Los Angeles dedicated to supporting vulnerable women and children.

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The song's lyrics and the accompanying visuals highlight Bieber's desire to address issues of social justice and empowerment, particularly focusing on women of color. This aligns with his intention to challenge stereotypical representations and use his influence for good. The music video incorporates documentary-style footage of three women from Alexandria House, highlighting their personal stories and struggles. The inclusion of their voices through voiceovers further deepens the emotional impact of the video, emphasizing a narrative of hope, support, and the importance of equity. In the video, Bieber actively contributes to these women’s lives, showcasing the ways in which he seeks to help them through both financial support and public awareness.

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The video itself is unconventional for a music video in several ways. Unlike typical high-budget pop music videos, which often focus on glamorous imagery or narrative-driven concepts, Intentions uses a more documentary-style approach. The emphasis on real-life stories, including voiceovers from the women at Alexandria House, adds a layer of authenticity and social responsibility to the video. This shift toward highlighting real social issues reflects a broader trend in Bieber's music, where he has begun to use his fame for advocacy and philanthropy.

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In terms of visual style, Intentions employs a variety of shots to enhance its storytelling. The use of wide-angle shots creates a sense of community, showcasing the collective strength of the women at Alexandria House. These shots contrast with low-angle shots of Bieber, which serve to emphasize his stature and power within the context of the video, making him a figure of influence and support. The red hoody that Bieber wears symbolizes passion, warmth, and a sense of urgency, aligning with the song’s message of commitment to a cause.

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Moreover, the music video challenges conventional representations of women of color, often depicted in stereotypical ways in media. By focusing on women’s empowerment and providing a platform for their voices, Intentions seeks to counteract these stereotypes and offer a more nuanced and positive representation. The presence of Quavo, known for his bling and association with hip-hop culture, further challenges expectations by aligning with Bieber, a pop star, to create a unique cross-genre collaboration that merges pop with rap.

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The overall feel of the music video shifts from the beginning to the end. Initially, the tone is light and celebratory, with vibrant visuals and positive body language. As the video progresses, it becomes more reflective and serious, emphasizing the struggles of the women and their stories. The contrast between these two moods reflects the deeper message of the song: the importance of intentions, not just in personal relationships but also in the way we contribute to society.

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Through the Intentions video, Bieber is making a statement not only about his music but also about his personal growth and the type of influence he wants to have in the world. By setting up the Intentions Fund, which donated $200,000 to Alexandria House, Bieber demonstrates his commitment to social justice and philanthropy. In this way, the video serves both as a celebration of positive intentions and as a call to action for his audience to contribute to causes greater than themselves.

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1. What is the main message conveyed through Justin Bieber's Intentions music video?

2. How does the music video for Intentions differ from typical pop music videos in terms of style and content?

3. What role does Alexandria House play in the music video, and why was it chosen as a location?

4. How do the documentary-style voiceovers enhance the impact of the video?

5. What does the red hoody symbolize in the context of the music video?

6. How does the video use wide-angle shots and low-angle shots to create different effects?

7. In what ways does Intentions challenge stereotypical representations of women of color in media?

8. How does the collaboration with Quavo contribute to the themes of the video, and how does his role contrast with Bieber’s?

9. What is the significance of the Intentions Fund, and how does it relate to the message of the video?

10. How does the feel of the music video shift from the beginning to the end, and what does this shift symbolize?