Album Review: SWAG by Justin Bieber

The pop star’s latest offering is a perfectly decent record, albeit one that lacks lyrical flair, emotional depth or any sense of responsibility There comes a time in every artist’s career, assuming they’re lucky enough to have a career long enough, that things need to start becoming more ‘serious’. That time, for Justin Bieber, it would seem is now. Having parted ways with his manager Scooter Braun and only just reached a $30+ settlement with him that relates to his postponed/cancelled Justice World Tour, Bieber dropped SWAG from seemingly out of nowhere.

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In the 2020s, Hailey Bieber, spouse of the pop star Justin Bieber, began to outshine him as the more prominent public figure in their relationship. While Justin‘s 2019 album Changes received mixed critical reception, and, due to health concerns, the singer cancelled 2022’s Justice World Tour, Hailey’s beauty company, Rhode, was acquired by the conglomerate e.l.f. Beauty for one billion dollars in June 2025.

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Justin Bieber's seventh studio album, Swag, is being billed as a diaristic portrait of the 31-year-old former teen star's experience as a husband and new father. But aside from occasional flashes of poetry--"Blue sky painted red, sunset look different on you," he tosses off on "405"--the album, true to its title, serves more as a platform for empty self-aggrandizement than self-reflection. Swag begins with Bieber doing his best impression of Al B.

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Every half-decade or so, Justin Bieber sloughs off the callused skin of the pop superstar he became at age 15 to reveal the tender and quirky R&B singer he's always been at heart. He did it in 2013 with his album "Journals," then in 2020 with "Changes." Neither project did anything like the numbers of his shinier, smilier teen-idol stuff, though each seemed like a crucial reset for a guy battling the pressures of early onset celebrity. Now, at 31, he's done it again with "Swag," the surprise LP he dropped Thursday night just hours after revealing it existed.

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Justin Bieber‘s seventh studio album landed on streaming platforms last night seemingly out of thin air. In one day, the pop superstar quietly launched a new fashion brand Skylrk (after publicly stepping down from his previous one, Drew House), and with no drawn-out promotional run, announced his first album in four years — pointedly titled “Swag.” But the 21-song record is no impulsive drop. Bieber has been in the studio for a while, curating a well-rounded roster of collaborators: longtime producer Harv, Carter Lang (SZA) and Eddie Benjamin, among others.

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Justin Bieber is one of the few people on the planet who can cause headlines by changing his haircut. A star who remained fixed to the pinnacle of pop culture, even an unplanned altercation with intrusive media can result in a meme - he's standing on business, after all. New album 'SWAG' then, is already certain to cause a ruckus. Announced via a series of billboards - which began in Iceland, where he is rumoured to have finished the record - it's a 21-track behemoth, with lyrics that move from an emotive depiction of fatherhood through to in-jokes.

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