LOS ANGELES — Justin Bieber, the Canadian superstar behind hits like “Baby” and “Sorry,” caught fans off guard on July 11, 2025, with the unannounced release of his seventh album, Swag. The 21-song album is his first major project since 2021’s Justice, marking a new phase that pulls back the curtain on his personal life.
Swag explores his marriage, becoming a dad, faith, and efforts to grow as a person. The launch used mysterious billboards in cities including New York, Los Angeles, and Reykjavik, paired with a wave of social media teasers, which sent fans into overdrive. The lyrics give listeners a window into Bieber’s recent highs and lows.
Swag arrives after a rocky stretch for Bieber, whose recent online posts and public appearances have worried his dedicated fan group, the “Beliebers.” Concerns grew around rumours of trouble in his marriage to Hailey Bieber, now 28, and questions about his mental health. Released under Def Jam Recordings, the album tackles these rumours upfront. Tracks like “Walking Away” and “Daisies” touch on relationship challenges but also show Bieber’s commitment to his family.
A Shift in Sound and Subject
Swag moves away from the polished sound of Bieber’s earlier albums, diving into R&B with emotional vocals and offbeat beats. Guest artists like Gunna, Sexyy Red, and Cash Cobain join producers Harv, Carter Lang, and Mk.gee to create what outlets like People and Consequence call a “darker and more open” sound. Songs such as “Therapy Session,” “Devotion,” and “Forgiveness” reflect Bieber’s Christian faith and his journey.
Meanwhile, “Dadz Love” celebrates his recent step into fatherhood, with Bieber’s son Jack Blues Bieber, born in August 2024, featuring in both lyrics and promotional shots.
The single “All I Can Take” drew comparisons to Michael Jackson for its silky delivery. Fans on X (formerly Twitter) praised the album, with one saying, “Justin Bieber’s new ‘Swag’ album is smooth. ‘All I Can Take’ has that Michael Jackson feel to it.” Another posted, “Justin went 21/21 on this album… SWAG is so raw and beautiful in every way possible.
I’m blown away by his vocals, the production, EVERYTHING!!” Not everyone felt the same; some called the album “terrible,” showing that its unfiltered approach may not suit all listeners.
Justin Bieber Facing his Marriage Rumours
Justin Bieber’s relationship with Hailey has been under the microscope for months, with online chatter and stories about possible trouble. In “Walking Away,” Bieber sings, “Baby, I ain’t walking away / You were my diamond / Gave you a ring / I made you a promise,” a clear nod to the speculation about a breakup.
Justin Bieber admits to tough times and “testing patience,” but also promises to stick by his wife. Hailey, who runs Rhode Skincare, responded to the rumours by sharing a promo image on Instagram, adding a blunt caption. She also called out fans backing divorce rumours, standing firm with her husband.
The couple’s unity came through in promotional images, including a striking black-and-white billboard in Times Square showing Justin shirtless with Hailey and their son. Someone close to the couple told Us Weekly, “Despite singing about tough periods, Justin seems to make it clear he’s committed to his marriage.” Fans echoed this, with one writing on X, “I want everyone who said Justin and Hailey gonna divorce to listen right here cause he ain’t walking away.”
Parenthood and Personal Challenges
Fatherhood is front and centre on Swag. Tracks like “Dadz Love” and photos of Bieber with his son highlight this new chapter in his life. The album also addresses his mental health struggles. Songs like “Therapy Session” and “Glory Voice Memo” paint an honest picture of Bieber’s recent challenges.
Fans have worried about him after seeing reports of run-ins with paparazzi and posts hinting at stress. A Reddit thread even speculated about substance use, which Bieber’s team strongly denied, calling the claims “exhausting and harmful.” Sources say Bieber is putting his energy into his family and his growth, and that this album is his way of sharing his side of the story.
Fan Reactions and Industry Buzz
The surprise album drop, announced just hours before midnight, sent fans into a frenzy. Billboard teasers in major cities listed tracks like “Yukon,” “Butterflies,” and “405.” Online chatter exploded, with one fan posting,
“I’m not joking when I say Justin Bieber might have just dropped the album of the year. This is easily his most experimental and personal work.” Another quoted his 2015 song “Purpose,” writing, “Life is worth livvinnnnggggggggggg,” capturing both nostalgia and excitement.
Swag launched alongside Justin Bieber’s streetwear brand, SKYLRK, which features hoodies, slides, and sunglasses. Music insiders predict 2025 will be a big year for Bieber, who sold his music rights for $200 million in 2023 and resolved a long-running issue with former manager Scooter Braun. Reports from HITS suggest Swag is just the beginning, with a mainstream pop album planned for late 2025 or early 2026.
With Swag streaming everywhere, Bieber finds himself at a crossroads between fame, family, and personal growth. His open lyrics and emotional delivery have struck a chord with many fans, even as others question the album’s new direction.
Hailey’s strong support and the couple’s public unity aim to put rumours to rest. Bieber’s honest look at fatherhood and faith gives hope to fans concerned about his well-being. Whether fans love or dislike Swag, it stands as Bieber’s most personal work so far, making it clear he isn’t ready to step away from the spotlight.
Sources: Rolling Stone, BBC
