Summary
- SWAG is Justin Bieber’s first full-length album in four years
- The 21-track album features Gunna, Sexyy Red, and Cash Cobain, blending elements of R&B, hip-hop and pop
- Inspired by fatherhood, love and personal growth, the project reflects Bieber’s evolving perspective and emotional depth
Justin Bieber has made an official comeback with his new album titled “SWAG”. This is his seventh studio album and the first full-length project since 2021, creating much excitement among fans as it’s one of his most eagerly awaited albums in years. The album encompasses 21 tracks and boasts a stellar guest list including Gunna, Sexyy Red, and Cash Cobain.
Drawing from his fresh experience of fatherhood, Bieber has disclosed that this life stage has significantly impacted the heartfelt essence of his album. Various song titles suggest personal topics like mental wellness, self-understanding, and the growth of his bond with Hailey Bieber.
The launch of the SWAG began with a worldwide billboard advertisement campaign, unveiling cover art and tracklists in significant locations such as Los Angeles, New York City (specifically Times Square), and Reykjavík. At first, each billboard displayed only the word “SWAG”, later progressively disclosing the complete 20-song playlist along with accompanying graphics. Bieber added to the excitement by sharing these billboards on Instagram, stirring fans up with his mysterious and alluring unveiling.
The promotional campaign for the album, captured by Renell Medrano – known for his work on Mr. Morale & The Big Steppers – shares a gritty and self-reflective style. Remarkably, both artists are depicted holding their children in a visually compelling parallel. Justin Bieber appears in a series of black-and-white photographs that emphasize a more personal, family-oriented view, featuring what seems to be the artist with his son, Jack Blues, although the child’s face is concealed. Additionally, Hailey Bieber can be seen in some images, underscoring the album’s emphasis on home and emotional bond.
Audience members are starting to make connections between SWAG and Mr. Morale, as both albums delve into complex, introspective examinations of manhood, recovery, and self-reflection. For Bieber, this exploration appears to stem from stripping away the shiny veneer of stardom to tackle topics such as fatherhood, spirituality, and emotional catharsis.
SWAG is now available on all platforms — listen to the full album below.
https://open.spotify.com/watch?v=album/5vD5M5VW62LL78Ko8x0CVZhttps://embed.music.apple.com/us/album/swag/1825998885
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2025-07-11 07:26