JUSTIN BIEBER DROPS SURPRISE 7TH STUDIO ALBUM “SWAG”

Justin Bieber surprised fans worldwide by shockingly dropping his seventh studio album, SWAG, early this morning, just hours after teasing it via mysterious billboards in Reykjavik, Los Angeles, and Times Square. It’s his first full-length release since Justice in 2021, and a clear artistic transition driven by reflection and personal change.

The album announcement began Thursday, July 10, when fans spotted “SWAG” plastered across major global cities. Bieber later confirmed the title on Instagram, alongside his wife Hailey and their son Jack Blues. By midnight, SWAG was live across all streaming platforms via Def Jam.

SWAG features a robust 20–21 tracklist with titles hinting at themes of family, healing, and personal growth: All I Can Take, Butterflies, Dadz Love, Therapy Session, toward more playful cuts like Standing on Business, a nod to his viral interaction with paparazzi. Collaborators include Gunna, Sexyy Red, Cash Cobain, Lil B, Druski, Dijon, Eddie Benjamin, Marvin Winans, and more.

Reports describe the album as “darker, more vulnerable, and less polished” than Justice, but not depressing. It reflects Bieber’s personal evolution as a husband and father. Sources say SWAG had been in development since early 2023, with Bieber sharing glimpses of studio sessions via Instagram throughout 2024 and early 2025. Recording wrapped in Iceland by April, and jam sessions at his Los Angeles home, as well as sessions with Hailey and occasionally their son that provided material inspiration.