Justin Bieber surprises with the release of his new album “SWAG”

Justin Bieber has released SWAG, his new studio album. The artist has unveiled the full track list via a series of billboards placed in key cities around the world, including Times Square in New York. This is his first album since Justice, released in 2021.

The launch strategy has been direct and visual. It has used billboards to reveal the 20 tracks that make up the album. Songs on the album include “All I Can Take”, “Daisies”, “Yukon”, “Go Baby”, “Butterflies”, “Way It Is”, “First Place”, “Soulful”, “Walking Away”, “Glory Voice Memo”, “Devotion”, “Dadz Love”, “Therapy Session”, “Sweet Spot”, “405”, “Swag”, “Zuma House”, “Too Long”, “Forgiveness” and “Skylrk”.

The album includes, as speculated, collaborations with Gunna and Sexyy Red. The titles suggest that the album addresses personal issues, such as mental health (‘Therapy Session’), fatherhood (‘Dadz Love’) and his relationship with Hailey Bieber (“Devotion”, ‘Forgiveness’).

Additionally, the promotional material associated with SWAG also includes images of Bieber’s son Jack Blues Bieber. This indicates that family has been an important influence in the creation of the album.

With SWAG, Justin Bieber enters a new phase in his career following his professional split from Scooter Braun. The album is available now on all digital platforms.