[5] In early February 2016, it was reported that Def Jam Recordings, Bieber's label, was eyeing to release "Company" as the follow-up to his previous successful single, "Love Yourself".

The label's promotional team informally tipped radio professionals the week of February 16, 2016, as reported by Headline Planet.

[7] On April 7, 2016, a remix by the Knocks was posted on the band's SoundCloud account, as they announced they would be the opening act on selected dates of Bieber's Purpose World Tour.

[1] During the track, the protagonist is looking forward to getting to know someone attractive, but also sets some healthy boundaries for doing so, which can be seen in the lyrics: "You ain't gotta be my lover for you to call me baby/ … Just wanna have a conversation.

"[12] Amy Davidson of Digital Spy opined that "'Company' is basically what happens when Justin Bieber feels like a non-committal hook-up during a stop on his gruelling tour and writes a cool R&B serenade to convince you it's a good idea.

"[13] For Al Horner of NME, "the funk-laced 'Company' is a hit-in-waiting,"[14] while Megan Downing of MTV UK labelled it "an easy-listening track oozing with coolness.

"[15] Casey Lewis of Teen Vogue thought that the song "sounds like the comeback track Usher wishes he had, which is to say that it's good, just absolutely nothing like the quartet of singles he released while hyping this album.

One member of each party leaves the restaurant and does a sexy couple's dance in front of a lit-up Hard Rock Café, but at 3:17 [the] protagonists are replaced by lots of gyrating women behind a mysterious hotel room door.

[23] The official music video was directed by Bieber's personal videographer Rory Kramer and released on June 8, 2016, and features cameo appearances from Floyd Mayweather, Daisy Ridley, Ken Watanabe, Josh Gad, Ralph Fiennes, Mark Hamill and Kevin Bacon.

"[24] The video starts out with Bieber pensive, shirtless and downcast as he gazes over the calm waters of the Santorini basin and sits alone in the dark on a child's swing.

[25] Later, the video also features footage from the Purpose World Tour, as well as clips of Bieber in the studio recording the album, and snippets of him on the set of his Calvin Klein photo shoot.

[27] Sporting blond dreadlocks, gold chains and a loose-fitting red jacket, Bieber went into the crowd and danced with a fan during the performance.

During the performance, "a hidden platform anchored to the ceiling begins to descend and it turned out to be a giant, suspended trampoline, on which the singer completed a couple of backflips.