Justin Bieber just dropped a bombshell with his new album SWAG! This seventh studio album marks his first full project since 2021, and wow, has the wait been worth it! The massive 21-track collection features an absolutely stacked lineup with Gunna, Sexyy Red, and Cash Cobain.
In what might be his most personal work yet, Bieber’s journey into fatherhood has profoundly influenced the emotional core of this album. The track titles give us exciting glimpses into intimate themes about mental health, self-discovery, and his evolving relationship with Hailey Bieber.
The SWAG rollout was nothing short of spectacular! A global billboard campaign mysteriously appeared in major cities like Los Angeles, New York City (Times Square), and even Reykjavík. Each billboard initially teased just the word “SWAG” before gradually revealing the full 20-song tracklist and visuals. Bieber kept fans on the edge of their seats by sharing these cryptic billboards on Instagram!
The album campaign, shot by the incredible Renell Medrano — who also captured Mr. Morale & The Big Steppers — carries a raw, soul-baring aesthetic. In a powerful visual parallel, both artists are shown with their children. Bieber appears in striking black-and-white images showing a more intimate side, including moments holding his son, Jack Blues (though keeping the child’s face private). Hailey Bieber makes appearances too, emphasizing the album’s deep connection to family and personal relationships.
Fans are already drawing fascinating parallels between SWAG and Mr. Morale, as both albums dive deep into exploring manhood, healing, and self-discovery. For Bieber, this journey seems to strip away celebrity glamour to tackle profound themes of fatherhood, faith, and emotional release.
SWAG is now available everywhere — catch the full album below!
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