Inside ‘Swag’: The Making of Justin Bieber’s Shock New Album

Justin Bieber has electrified the music world with the sudden release of his seventh studio album, “Swag,” which arrived just hours after its initial announcement and tracklist reveal. The 31-year-old Canadian superstar’s decision to drop the album with minimal pre-release fanfare has created an immediate sensation, showcasing a bold new strategy for his highly anticipated return to the forefront of popular music.
The album’s existence was first hinted at through a series of “Swag” billboards strategically placed in Reykjavik, Iceland, and Los Angeles, which Bieber himself showcased on his official Instagram. Alongside these intriguing visuals, he unveiled the comprehensive 21-song tracklist, building rapid-fire anticipation for new material, including titles like “Dadz Love” and “Forgiveness,” which suggest a journey through personal experiences.
“Swag” is a testament to collaborative artistry, featuring a wide array of guest appearances from artists such as Gunna, Sexxy Red, Cash Cobain, Druski, Dijon, Lil B, Eddie Benjamin, and Marvin Winans. Bieber also played a significant role in the album’s production, working alongside a talented team including Carter Lang, Dylan Wiggins, Daniel Caesar, mk.gee, Daniel Chetrit, and Knox Fortune. These behind-the-scenes collaborations point to a meticulously crafted album with diverse sonic textures.
The album’s cover art, beautifully captured by photographer Renell Medrano, offers a heartwarming and personal tableau of Bieber with his son, Jack Blues Bieber, and his wife, Hailey Bieber. This intimate imagery provides a visual anchor for the album’s themes and follows reports of Bieber’s recent “jam sessions” at his Los Angeles home, where he worked with key collaborators like Carter Lang and Eddie Benjamin. The album’s debut was further highlighted by Hailey’s sharp social media post, which appeared to allude to Bieber’s recent run-in with photographers, adding a layer of public discourse to the album’s narrative.