Justin Bieber Drops Surprise Album Swag, and It’s Personal

Image via Justin Bieber’s IG

Justin Bieber has released a surprise album titled Swag, marking his first full-length release since 2021's Justice. The 20-track project comes after months of public speculation about the singer’s mental health, personal life, and increasing frustration with paparazzi intrusion.

Clocking in at just under an hour, Swag features collaborations with Gunna, Sexxy Red, Cash Cobain, and more. The album includes tracks with titles like Dadz Love, Devotion, Therapy Session, and Daisies, suggesting a blend of emotional introspection, relationship commentary, and spiritual themes, all of which have been central to Bieber’s public persona in recent years.

One standout moment arrives on the track Butterflies, which samples a viral clip of Bieber confronting a paparazzo on Father’s Day. In the video, Bieber can be heard saying: “I’m a dad. I’m a husband… I’m standing on business”, a phrase that has since gone viral online and now doubles as a symbolic declaration of the album’s tone.

Promotional photos show Bieber with his wife, Hailey, and their baby son, leaning into the imagery of fatherhood and family. The album also appears to address recent speculation surrounding their marriage, with lyrics in Daisies referencing commitment and emotional conflict: “You said forever babe, did you mean it or not?”

In addition to those relationship-driven lines, several tracks appear to reflect Bieber’s Christian faith, with titles like Devotion, Soulful, and Forgiveness echoing his spiritual leanings.

While Swag leans into pop and hip-hop collaborations, it also marks a more mature, layered return from an artist who seems determined to control the narrative and stand on business.