Photo Credit: Getty Images
Justin Bieber has made a surprise return to music with the release of his seventh studio album, Swag, on July 11. The album, featuring 20 tracks and a runtime just under an hour, marks his first full-length project since 2021's Justice and has been described as "darker, more vulnerable and less polished" than his previous work.
Featuring collaborations with artists such as Gunna, Sexyy Red, Cash Cobain, Lil B, 2 Chainz, and Dijon, Swag showcases a notable genre shift. A source told People, "It's much deeper... but in no way depressing." Another source close to the singer added that his 10-month-old son, Jack, "shaped the heart" of the album.
Track titles include "DAISIES," "DADZ LOVE," "THERAPY SESSION," "FORGIVENESS," and "STANDING ON BUSINESS"—the latter sampling a viral video in which Bieber, addressing a paparazzi confrontation, said: "I'm a dad. I'm a husband... I'm standing on business." That moment now resonates as both a public declaration and a lyrical feature in the album.
Bieber has reportedly been working on Swag during jam sessions in Los Angeles with collaborators including DJ Tay James and Carter Lang. He also travelled to Iceland earlier this year to complete the project at a remote studio.
Promotional efforts for Swag included mysterious billboards in Iceland, Los Angeles, and New York, teasing the album title and track list. Visuals from the campaign include intimate photos of Bieber with his wife Hailey and son Jack.
Despite the musical milestone, Bieber's recent social media activity sparked concern among fans regarding his mental health. In a June Instagram post, he wrote: "Quit asking me if I'm OK... Your concern doesn't come off as care, it's just oppressive, weirdo." He later added, "Don't you think if I could have fixed myself, I would have already?"
Insiders suggest the singer has been navigating personal and professional transitions, including his split from longtime manager Scooter Braun in 2023. "He is going through a lot of changes," a source told Us Weekly, noting Bieber's challenge balancing fatherhood, resurfacing traumas, and career evolution.
While Bieber's team has acknowledged the public concern, his representative said in April, "These unnecessary stories and inaccurate assumptions... won't deter him from staying committed to following the right path." Swag is now streaming on all major platforms.
