Justin Bieber fans are in for a treat as the pop megastar has just dropped his highly anticipated seventh studio album, SWAG, on Friday, July 11.
The album arrived via Def Jam and marks Bieber’s first project since his 2021 release Justice. Sources confirmed the album was coming just a day before its surprise release, sending fans into a frenzy.
SWAG: A Bold New Chapter
The 21-song album features guest appearances from a mix of artists, including Gunna, Sexxy Red, Cash Cobain, Lil B, Eddie Benjamin, and more.
Tracks on the album include titles like “ALL I CAN TAKE,” “STANDING ON BUSINESS,” and “FORGIVENESS”, showcasing a shift in Bieber’s musical direction. Fans can now stream the album on Spotify and Apple Music.
Sources revealed that Bieber had been hosting “jam sessions” at his Los Angeles home, working with a talented team that included DJ Tay James, musical director HARV, Carter Lang (known for his work with SZA), and Australian artist Eddie Benjamin. These sessions clearly played a key role in shaping the album.
A New Sound and A More Vulnerable Justin Bieber
Bieber’s new album marks a departure from his previous work, with sources describing the album as “darker, more vulnerable, and less polished.” However, despite its raw and introspective nature, the album is not meant to be “depressing.”
According to the source, the album is “much deeper” than his past releases, and fans can expect a genre shift that will surprise and engage listeners.
One significant aspect of the album’s theme is its connection to Bieber’s family. His 10-month-old son, Jack Blues, whom he shares with wife Hailey Baldwin Bieber, is said to have “shaped the heart” of SWAG, adding a personal and emotional layer to the album.
Marketing and Surprises Leading Up to the Release
In the days leading up to the album’s release, a mysterious billboard featuring Bieber and the word “SWAG” was spotted in Iceland, sparking excitement and speculation. The billboard later appeared in Los Angeles as well, hinting that something big was on the way.
It was confirmed on July 10 that Bieber’s new album would indeed be titled SWAG. The buzz only grew when Bieber shared an Instagram Reel showing a large screen in New York City, which appeared to feature the album’s tracklist.
Some of the titles on the tracklist, such as “DAISIES,” “DADZ LOVE,” “THERAPY SESSION,” and “ZUMA HOUSE,” piqued interest, giving fans a glimpse into the varied themes and emotions the album explores.
The Studio Vibes and Inspiration Behind SWAG
Before the album release, Bieber had shared pictures of his son Jack in the studio with him, hinting at the deep family connection that played into the making of the album.
In addition, Bieber had been working at the Eleven Deplar Farm hotel in Ólafsfjörður, Iceland, known for its secluded and creative atmosphere, which features a detached studio. This tranquil setting likely contributed to the reflective and intimate tone of SWAG.
SWAG marks a bold new chapter for Justin Bieber, with the album offering a more vulnerable and introspective side of the pop star. With a fresh sound and deeper themes, the album is set to resonate with long-time fans and new listeners alike.
As Bieber’s personal life continues to shape his music, SWAG is a reflection of his growth as an artist, husband, and father. Fans are already reacting to the new tunes, and it’s clear that SWAG will be one of the year’s most talked-about releases.
