Justin Bieber - SWAG

Justin Bieber Delivers "SWAG", His First Album in Four Years

Justin Bieber is officially back with a new album SWAG. The record marks his seventh studio album and first full-length project since 2021, making it one of his most anticipated releases in years. The album spans 21 tracks and features a star-studded lineup including Gunna, Sexyy Red and Cash Cobain.

Inspired by his recent journey into fatherhood, Bieber has shared how the experience has deeply shaped the emotional core of the album. Several song titles hint at intimate themes such as mental health, self-identity and his evolving relationship with Hailey Bieber.

The rollout for SWAG kicked off with a global billboard campaign teasing the cover art and tracklist in major cities including Los Angeles, New York City (Times Square), and even Reykjavík. Each billboard initially featured only the word “SWAG”, gradually revealing the full 20-song tracklist and accompanying visuals. Bieber further fueled anticipation by teasing these billboards on Instagram, leaving fans buzzing over the sudden and cryptic reveal.

The album campaign, shot by Renell Medrano — the acclaimed photographer behind Mr. Morale & The Big Steppers — carries a similarly raw and introspective aesthetic. In a striking visual parallel, both artists are shown holding their children. Bieber appears in a series of black-and-white images that highlight a more intimate, familial perspective, including moments with what appears to be the artist holding his son, Jack Blues — though the child’s face remains covered. Hailey Bieber is also seen in select shots, reinforcing the album’s grounding in home and personal connection.

Fans have already begun drawing comparisons between SWAG and Mr. Morale, with both albums offering a nuanced, deeply personal exploration of manhood, healing and self-reckoning. For Bieber, that journey seems rooted in peeling back the glossy layers of celebrity to confront themes of fatherhood, faith and emotional release.

Source: Hypebeast

Text by: Brielle Ki

Music by: Justin Bieber