Canadian pop artist Justin Bieber returned today with the unannounced release of SWAG, his eighth studio album and first full-length in four years. The 21-track record spans 51 minutes and arrives after a long period of silence from the 31-year-old, who has largely stayed out of the spotlight since stepping back from touring in 2022.
Fans first suspected new material after spotting billboards in Los Angeles and Reykjavík earlier this month. The ads featured Bieber standing in front of a reflective monolith with his wife Hailey Bieber and their newborn son, Jack, the word “SWAG” written in uppercase sans serif. The rollout gave little information, prompting speculation that a new era had begun.
SWAG features a long list of collaborators, including Los Angeles cloud rap pioneer Lil B, Baltimore R&B artist Dijon, and rapper Sexyy Red. The tracklist leans heavily into bass-heavy pop and vapor-stained R&B, with moments of unexpected sincerity. Bieber, now a father, leans into this new role throughout the album. On the track “Dadz Love,” Lil B contributes layered ad-libs that echo behind Bieber’s lyrics, marking a rare moment of vulnerability.
A lot has shifted in Bieber’s life since his 2021 release Justice. That album came at the height of his comeback arc, but health issues led him to cancel more than 80 shows on his world tour, including a stop in Manila that was set for the Cultural Center of the Philippines Open Grounds. Since then, his Instagram presence has oscillated between quiet and cryptic, with occasional live streams showing him in a studio, zoned in or zoned out, muttering melodies or playing snippets no one could quite identify.
Now, with SWAG, Bieber signals a new chapter. The album doesn’t come with a grand statement, just the music itself, where it’s uneven, occasionally raw, but planted in the present.
