On Thursday, July 10, billboards across cities including New York, Atlanta, Los Angeles and Reykjavík popped up all teasing the same thing: Justin Bieber is back.
The various billboards showed black and white photos of the superstar, with one in particular showing him shirtless standing in front of his wife Hailey Bieber, who is holding their son Jack Blues Bieber (though his face isn’t to the camera). The images were shot by Renell Medrano, the same photographer who shot the album art for Kendrick Lamar’s 2022 Mr. Morale & the Big Steppers; and, as many fans have pointed out on social media, it seemed likely that Bieber’s new album could follow a similar theme of chronicling his journey towards healing.
While other billboards depicted the word “SWAG,” which proved to be an album title, some listed 20 titles, which proved to be the album’s track list (plus one more track not listed on the billboards, culminating in 21 total). Titles included “Therapy Session” and “Forgiveness,” further solidifying similarities between Bieber and Lamar’s confessional projects.
In all, the surprise promo added up to a quick campaign for Bieber’s anticipated seventh album. But the few hours notice was more than enough to generate hype — as fans have been seated and waiting for new music since 2021.
Out Friday, July 11, Swag is the superstar’s first album in four years, since Justice. Sources told Billboard that Swag was in the same lane of R&B only much more experimental, referencing artists such as Dijon and Mk.gee (both of whom are credited on the album).
And while Swag arrived as a surprise, it’s also an expected move from the artist who has been making headlines of late for everything from financial woes with his former manager, Scooter Braun, to concerns over his marital status. With Swag, Bieber is taking control of not only the present narrative but his and his family’s future.
As he famously said recently, in a paparazzi clip that has since gone viral: “It’s not clocking to you that I’m standing on business.” After one listen through Swag, it immediately clocks just how serious Bieber is about protecting what matters most. And really, what’s swaggier than that?
Below, see Billboard’s preliminary ranking of all 21 songs from Bieber’s Swag.
