Overview

• Bieber released Swag unexpectedly at midnight on July 11 via Def Jam as his first full-length project since 2021’s Justice.
• The 21-track LP features collaborations with Gunna, Sexyy Red, Cash Cobain, Druski, Dijon, Lil B and Marvin Winans.
• Artwork unveiled on Instagram shows candid photos of Bieber with wife Hailey and son Jack Blues, emphasizing the album’s family-driven inspiration.
• Songs explore fatherhood, marriage, faith and mental-health reflections, marking a deeper, more introspective creative direction.
• Cryptic billboards appeared in Reykjavik, Los Angeles and New York City before the drop, and fans immediately began streaming and sharing reactions online.