In this song, Sugarland's Kristian Bush describes a cresting love on a couple's wedding day. He wrote it for the TLC reality series Say Yes To The Dress
, where brides-to-be search for their perfect wedding dress. Bush appeared on the May 13, 2016 episode "The Male Perspective," lending moral support to his guitar tech as his fiancée looked at $5000 dresses.
During his appearance, the show's producer asked him to write a new song for the show, which had been running since 2007. Bush accepted the challenge and delivered "Forever Now (Say Yes)," which became the new theme.
"I went home, and I started thinking about what an epic experience this is for women," Bush told Songfacts
. "I saw these people with their families and friends. Maybe they've been thinking about this moment for a long time, going in search of this one dress, preparing for this one moment that has so much pressure on it, and maybe, release. I live right on the edge of a park in downtown Atlanta, but from the upstairs of my home, all I can see are telephone wires, trees, and sky. It's weird for a city. I sat and thought about, 'What would that be like? What would I want someone to tell me?'"