Overview

• The unexpected July 11 drop made the 21-track album available instantly on Spotify and Apple Music after minimal prior promotion.
• Swag features introspective pieces such as the dialogue-style 'Therapy Session' alongside guest verses from Gunna, Sexyy Red, Druski and gospel legend Marvin Winans.
• Black-and-white billboards showcasing Bieber with wife Hailey and son Jack Blues framed the release and aimed to shape public perception.
• Hailey Bieber amplified the campaign on Instagram and rebuked critics with a pointed message, reinforcing the couple’s united front.
• Fans and media have homed in on lyrics in tracks like 'Walking Away' for signs of marital strain while applauding the album’s frank approach to mental health.