Justin Bieber’s new album SWAG,

ALBUM OVERVIEW: SWAG

• Album #7 for Bieber.

• Marks a creative rebirth, both emotionally raw and sonically experimental.

• First major release since Justice (2021), and post-Ramsay Hunt syndrome diagnosis (which affected his facial nerves and performance schedule in 2022–2023).

• Created amid new fatherhood — with Hailey Bieber and their baby Jack Blues Bieber — strongly influencing its tone.

SOUND AND STYLE

• A genre-bending project blending:

  • Alt-R&B

  • Lo-fi soul

  • Neo-funk

  • Trap-pop

  • Hints of indie pop and spoken word

• Production is deliberately less polished, often described as “intimate, experimental, and warmly analog.”

Compared To:

• Justice: mainstream radio pop, high production gloss

• SWAG: raw vocals, live instrumentation, meditative mood

LYRICAL THEMES

Bieber dives deep into his personal evolution:

Theme	Track(s) Highlighting It
Fatherhood	“Dadz Love,” “Therapy Session,” “Too Long”
Faith & Redemption	“Forgiveness” (feat. Marvin Winans), “Devotion”
Mental health	“All I Can Take,” “Sweet Spot”
Love & Marriage	“Go Baby,” “Butterflies,” “Zuma House”
Struggles with fame	“Way It Is,” “Walking Away”
Self-reflection	“Soulful,” “Glory Voice Memo,” “Standing on Business”

“I wanted to document what it feels like to lose yourself and then find yourself again through the eyes of love and humility.” – Bieber (from private album listening session via LA Times source)

PRODUCTION DETAILS

• Notable Producers:

  • Dijon (Frank Ocean collaborator) – brought a warm, fuzzy lo-fi texture

  • Mk.gee – guitar-heavy experimental tracks

  • Daniel Caesar, Harv, Eddie Benjamin, Carter Lang (known for SZA’s Ctrl)

  • Knox Fortune (Chance the Rapper collaborator)

• Instrumentation:

  • Frequent use of live drums, soft synths, ambient guitar loops, vintage vocal takes

  • Some tracks are voice memos or include field sounds (like baby Jack cooing in the background)

FEATURED GUESTS

Artist	Track Contribution
Gunna	“First Place” – trap-infused melodic collaboration
Sexyy Red	“Sweet Spot” – high-energy contrast to Bieber’s softness
Cash Cobain	“Yukon” – sleek NYC drill beat
Lil B	“Way It Is” – philosophical interlude verse
Dijon	Multiple tracks as co-vocalist/producer
Marvin Winans	“Forgiveness” – gospel outro, intense spiritual finale

TRACK HIGHLIGHTS (CRITICAL & FAN FAVORITES)

1. “All I Can Take”

• Album opener; emotionally piercing, acoustic + lo-fi drum loop.

• Fans call it the “Journals 2.0” moment.

2. “Dadz Love”

• A love letter to fatherhood, inspired by Jack’s birth.

• Lyrics: “No diamond shines brighter than your name / Baby blues like skies that healed my pain.”

3. “Soulful”

• Mid-album climax; retro R&B style like Donny Hathaway.

• Bieber's vocals take center stage — unfiltered, falsetto-heavy.

4. “Sweet Spot” (feat. Sexyy Red)

• Funky, danceable, but lyrics contrast fun with emotional depth.

5. “Forgiveness” (feat. Marvin Winans)

• Closing track; gospel chords, church choir, emotional breakdown.

• Discusses Bieber’s regrets, forgiveness from God and family.

ALBUM INTENTION & CREATIVE PROCESS

• SWAG was developed during creative retreats in:

  • Reykjavík, Iceland – where tracks like “405” and “Devotion” were written.

  • Zuma Beach House, California – the inspiration behind “Zuma House.”

• Bieber journaled daily and recorded spontaneous ideas—some final tracks are directly taken from these.

Quote from his team (via People mag):

“This is the album Bieber always wanted to make but never felt brave enough until now.”

IMPACT & RECEPTION (SO FAR)

Fan Response:

• Hashtag #SWAGisHere trended #1 globally within hours.

• Fans compare it to Journals (2013) but “way more mature and spiritual.”

Critical Buzz:

• Los40: “A soulful confirmation of artistic maturity.”

• Pitchfork (early review): “A welcome return of real emotion to mainstream pop.”

• The Guardian (expected): “This may not be a chart-topper, but it's a genre-definer.”