Amid a surge of public conversation about the pop star, ‘SWAG’ serves as Justin Bieber's means of addressing it all in his own voice.
Stream: ‘SWAG’ – Justin Bieber
Last Friday, Justin Bieber surprised fans with the release of his album, SWAG, which marks his seventh studio effort and his first since 2021.
SWAG embodies self-reflection and authenticity. Comprising 21 tracks and spanning just under an hour, Bieber shares insights on marriage, fatherhood, and his fame. Given his status, it’s easy to get lost in public narratives around him and overlook the fact that there’s a real person facing this collective scrutiny. This album feels like his first opportunity to offer his perspective on some of those comments.
SWAG – Justin Bieber
Throwin’ petals like,
“Do you love me or not?”
Head is spinnin’,
and it don’t know when to stop
‘Cause you said, “Forever,”
babe, did you mean it or not?
Hold on, hold on
You leave me on read, babe,
but I still get the message
Instead of a line, it’s three dots,
but I can connect them
And if it ain’t right, babe,
you know I’ll respect it
But if you need time,
just take your time
Honey, I get it, I get it, I get it
Way you got me all in my head
Think I’d rather you in my bed
Whatever it is, you know I can take it
I’m countin’ the days,
how many days ’til I can see you again?
– “DAISIES,” Justin Bieber
While I don’t want to center the discussion too much on Bieber as an individual or the opinions surrounding him online, I see SWAG as his way of indicating that he is aware of it all, and it hasn’t necessarily improved his situation. Notably, Bieber chose to release this album without a conventional marketing strategy, opting instead for a series of billboards to announce SWAG.
This decision speaks volumes – the internet and social media have often failed to support him and his music, and without extensive promotion for SWAG, the album asks for your subjective interpretation as a listener. Bieber is inviting you to engage with him as he truly is, through his own expressions.
Justin Bieber © Renell Medrano
The project is beautifully fragmented and deliberately crafted, featuring everything from concise production styles to more stripped-back tracks.
“ALL I CAN TAKE” and “405” explore more experimental sounds, while “BUTTERFLIES” and “ZUMA HOUSE” lean towards a classic, instrumentally rich vibe. Coupled with various interludes and short tracks, the album feels like a collage – a journal or scrapbook reflecting Bieber’s inner thoughts.
The record boasts a remarkable lineup of collaborators, including Dijon, Mk.gee, Cash Cobain, and Daniel Caesar, among others. SWAG definitely feels like a more personal and intentional project, and these collaborators have pushed the envelope to craft a distinctive sonic experience. Dijon’s unique sound resonates in tracks like “DEVOTION,” with Bieber’s vocals perfectly complementing the echoing distorted guitar riffs.
And if you kiss me,
I might yell out, “Hallelujah”
And if you miss me,
I’m runnin’ right to ya,
givin’ you devotion
And if you touch me,
I might holler like, “Oh, man”
Baby, play another slow jam,
give me some devotion
Lyrically, SWAG doesn’t strive for sophistication, but the sincerity in its songs is evident. “GO BABY” is likely a tribute to his wife, Hailey Bieber; he mentions her phone case, calls her iconic, and cleverly rhymes “iconic” with “lip gloss on it” (referring to the gloss on the case). “Dadz Love” reflects on fatherhood but is enveloped in dreamy synths and beats, focusing more on feeling than narrative.
That’s my baby, she’s iconic
iPhone case, lip gloss on it
And, oh, my days, she keeps ’em talkin’
It’s comedy, just block it out, my baby
When sunlight turns to shadows
and it gets hard to face
Like water to a flower, babe,
I know you need the rain
Nothing needs to work out
and nothing needs to break
Don’t need to pretend that you’re okay
– “GO BABY,” Justin Bieber
Tracks like “THERAPY SESSION,” “SOULFUL,” and “STANDING ON BUSINESS” directly tackle the public discussions surrounding Bieber. These conversations with comedian Druski seem to offer a personal reflection for Bieber, helping audiences gain insight into his
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In light of the extensive public discussion regarding the pop icon, 'SWAG' represents Justin Bieber's attempt to provide his perspective on the matter, using his own words.