Los Angeles, July 11 (UNI) In a move that sent shockwaves through the music world, Justin Bieber has unveiled his seventh studio album, ‘SWAG’, with no prior promotion, marking his first major release since 2021’s ‘Justice’.
Dropped via Def Jam on Friday, the 21-track project marks a bold, genre-defying chapter in the pop icon’s evolving soundscape.
The album includes collaborations with an eclectic mix of artists including Gunna, Sexxy Red, Cash Conain, Lil B and longtime collaborator Eddie Benjamin and includes songs with titles such as “ALL I CAN TAKE,” “STANDING ON BUSINESS,” and “FORGIVENESS.” The album is available to stream now on Spotify and Apple Music, reports PEOPLE.
A source told PEOPLE on Thursday, July 10, that the album was supposed to be “darker, more vulnerable and less polished” than his previous work. “It’s in no way depressing though,” they said at the time. The source also noted that the music would be “much deeper” and that fans would be in for a “genre shift.”
A key influence behind the album’s emotional core is Bieber’s 10-month-old son, Jack Blues, whom he shares with wife Hailey Baldwin Beiber— “shaped the heart” of SWAG.
A billboard spotted in Iceland featuring Bieber and the word “Swag” on it also began going viral since yesterday. An identical billboard appeared in Los Angeles on Thursday. That same day, TMZ reported the title of Justin’s new album was Swag, which the singer hadn’t yet confirmed or denied at the time.
Justin also shared an Instagram Reel of a large screen in New York City, featuring what appeared to be a track list, not long after the billboards appeared.
The song titles appeared to include “DAISIES, “DADZ LOVE,” “THERAPY SESSION” and “ZUMA HOUSE.”
According to the sources at The Hollywood Reporter, the album emerged from a series of informal jam sessions at Bieber’s Los Angeles home with longtime collaborators including DJ Tay James, HARV, SZA’s co-producer Carter Lang and Eddie Benjamin. In May, a source confirmed to PEOPLE that Bieber was working on music at Eleven Deplar Farm hotel in Ólafsfjörður, Iceland, which features a detached studio.
