An impressive comeback from the pop icon...
**Justin Bieber is among the few individuals who can make headlines simply by changing his hairstyle. A star who has consistently held a prominent position in pop culture, even an unexpected run-in with the press can lead to a meme – he is after all, focused on business.**
His new album ‘SWAG’ is sure to create quite a stir. It was announced through a series of billboards that started in Iceland, where he is rumored to have completed the recording. This 21-track album features lyrics that range from touching interpretations of fatherhood to playful in-jokes. Musically, it generally aligns with 90s-style synth pop, sometimes sticking to a traditional approach, while at other times, it has a vaporous quality. It remains vibrant, and despite its expansive nature, it is consistently enjoyable.
The album opens with a variety of standout tracks. The vibrant keys in ‘ALL I CAN TAKE’ are reminiscent of prime Michael Jackson, a significant influence throughout the record, while Bieber's star power shines through in his smooth vocals. ‘DAISIES’ features a noticeable crunch, the unconventional vocal effects in ‘YUKON’ defy expectations, and ‘GO BABY’ feels tailor-made for a scenic drive along a Miami waterfront highway.
One of the main strengths of ‘SWAG’ is also its drawback: it's quite extensive. This marks his first album in four years, and it feels like a torrent of ideas, a fresh start. Thus, along with some sublime pop gems, the album includes lighthearted exchanges with Druski; dance tracks like the Sexyy Red-assisted ‘Sweet Spot’ blend with the nuanced songwriting of ‘405’.
Many of the featured artists are long-time favorites from Clash. Dijon and Knox Fortune appear to have played pivotal roles in the studio, but mk.gee’s influence stands out the most – his style is evident in every track, making it intriguing to witness such a unique talent collaborating with one of the world’s leading pop stars.
Ultimately, the album’s creativity and boldness ensure that ‘SWAG’ (just about) merits its length. With 21 tracks filled with frequent innovation, this serves as Justin Bieber’s statement, for better or worse.
Rating: 7/10
Words: Robin Murray
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Justin Bieber is among the select individuals worldwide capable of making news simply by altering his hairstyle. He is a celebrity who has consistently maintained his position at the top of the pop music scene.