Justin Bieber
By Lerato Mpembe
Justin Bieber has made a stunning comeback with the surprise release of his seventh studio album, “Swag”, on 11 July 2025, marking his first full-length project in over four years since “Justice” in 2021.
The Canadian pop sensation, now 31 years old, dropped the 21-track album at midnight, sending shockwaves through the music world. Clocking in at around 54 minutes, “Swag” showcases a mix of raw, experimental R&B sounds with lo-fi elements, drawing from Bieber’s personal growth, family life, and battles with fame. Fans, fondly called “Beliebers”, had been eagerly awaiting new music for months, especially after his last single, “Honest” – a duet with Don Toliver – back in 2022. This release comes after a tough period for the singer, including health challenges and a step back from the spotlight.
Surprise Announcement and Global Tease
Bieber kept the project under wraps until just hours before its launch. On Thursday, 10 July 2025, mysterious billboards popped up in major cities like New York City, Los Angeles, Atlanta, and even Reykjavik in Iceland. These black-and-white displays featured intimate family photos of Bieber with his wife, Hailey Bieber, and their 11-month-old son, Jack Blues, alongside the bold word “Swag”. One striking image showed Bieber facing the camera shirtless, with Hailey holding their baby in the background, captured by photographer Renell Medrano – the same artist behind Kendrick Lamar’s “Mr. Morale & the Big Steppers” album art.
The singer shared a sneak peek on his Instagram account, posting a video of the tracklist displayed on a massive screen in Times Square, New York City. Posters in Reykjavik hinted at the album’s final touches, as Bieber had travelled there in April 2025 to wrap up recording sessions. Reports suggest he hosted casual jam sessions at his Los Angeles home earlier in the year, collaborating with producers and artists to shape the sound. This low-key approach built massive hype, with the hashtag #SWAGOUTNOW quickly climbing to the top global trends on X shortly after the album hit streaming platforms.
Tracklist and Musical Style
“Swag” boasts 21 tracks, one more than initially teased on the billboards, with the addition of “Standing on Business” – a playful interlude featuring comedian Druski that remixes a viral clip of Bieber confronting paparazzi. The full tracklist includes:
- All I Can Take
- Daisies
- Yukon
- Go Baby
- Things You Do
- Butterflies
- Way It Is
- First Place
- Soulful
- Walking Away
- Glory Voice Memo
- Devotion
- Dadz Love
- Therapy Session
- Sweet Spot
- Standing on Business
- 405
- Swag
- Zuma House
- Too Long
- Forgiveness
The album dives into themes of healing, devotion, and fatherhood. Tracks like “Dadz Love” reflect Bieber’s new role as a parent, while “Therapy Session” and “Forgiveness” – a gospel-tinged closer featuring Marvin Winans covering “Lord, I Lift Your Name on High” – highlight his faith and quest for inner peace. The sound blends retro R&B with experimental production, featuring crunchy guitars and intimate vocals. Early listeners praise “Devotion” for its warm, hug-like feel, thanks to collaborator Dijon, and “Sweet Spot” for hitting a perfect balance of old-school vibes and fresh twists.
Star-Studded Collaborations and Production
Bieber teamed up with a diverse lineup of artists, adding edge and variety to the album. US rappers Gunna, Lil B, and Cash Cobain feature prominently, alongside Sexyy Red, 2 Chainz, Dijon, comedian Druski, and Eddie Benjamin. The title track “Swag” brings together Cash Cobain and Benjamin for a confident, spotlight-sharing vibe. Production credits go to talents like Mk.gee, Knox Fortune, Daniel Caesar, Dylan Wiggins, and Carter Lang, with songwriter Tobias Jesso Jr. contributing across multiple songs. This mix creates a soulful, Black-influenced sound, as Druski jokes on the album: “Your skin white, but your soul Black, Justin.”
Bieber’s Personal Journey and Comeback
This release follows a challenging phase for Bieber. In 2022, he cancelled the remaining 82 shows of his 131-date world tour due to Ramsay Hunt syndrome, a neurological disorder that caused partial facial paralysis. He stepped away from the media to focus on health and recovery, sharing honest updates on Instagram about feeling “broken” and pushing back against critics urging him to “heal” faster. In one post, he wrote, “Don’t you think if I could have fixed myself I would have already?”
Life milestones have shaped “Swag”. Bieber and Hailey welcomed their first child, Jack Blues, in August 2024, inspiring family-focused lyrics. Professionally, he sold his music catalogue for over $200 million in 2023 and parted ways with longtime manager Scooter Braun amid reported financial disputes. Despite rumours linking him to controversies, including denials of involvement in Sean “Diddy” Combs’ legal issues, Bieber has focused on positive vibes.
From his teen idol days with the 2010 smash “Baby” at age 15, Bieber has evolved into an R&B powerhouse. “Swag” feels like a new era, blending vulnerability with swagger.
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