From an outside perspective, Justin Bieber’s newest album, “SWAG,” may seem like a scattered collection of thoughts, musical ideas and elements. It boasts eight features, a voice memo recording of the song “GLORY” and another is a conversation between Bieber and Druski — an actor and comedian — accompanied by light background music. However, after the first listen, it becomes clear that Bieber's love for his wife is a subtle yet welcome throughline, leading to an unexpectedly cohesive record.
Bieber announced on July 10 via billboards scattered throughout various U.S. and international cities that his seventh studio album, “SWAG,” would drop later that night. As a pop music veteran, Bieber quickly rose to fame as a child star, becoming a household name at only 15 years old after releasing his hit song “Baby ft. Ludacris” (2010). And now, at 31, Bieber is flexing his command of the music industry. An expansive 21-track record, “SWAG” features artists like Gunna and Sexxy Red, and it arrives four years after his last album, “Justice” (2021).
“SWAG” opens with “ALL I CAN TAKE,” setting the tone for a record focused on contained yet experimental production and lyrical vulnerability. “These symptoms of my sensitivity (Uh-uh) / Feels personal when no one’s listening (No one’s listening),” Bieber sings. The repetition of the track’s title, Bieber’s smooth vocals accompanied by a funky piano synth, weave together with a dynamic fluidity, allowing each line to slip effortlessly into the next. And while Bieber repeats the phrase “all I can take” frequently throughout, the lushness of the track makes it feel fresh and memorable.
Songs like “DAISIES” and “GO BABY” hint that “SWAG” is more tender than the suave title insinuates, and most songs in the album reference his wife, Hailey Bieber.
In “DAISIES,” Bieber reminds his listeners that love and vulnerability go hand in hand. He raises questions — like the line “Blowin' kisses like, ‘Will you catch 'em or not?’” — which come from a place of self-consciousness rather than mistrust. In the chorus, Bieber even mentions, “Way you got me all in my head,” before asking, “I'm countin' the days, how many days 'til I can see you again?” The pop star’s booming vocals lend weight to the emotional lyrics of “DAISIES,” culminating in a track that is simple yet sweetly effective.
With a catchy beat and memorable chorus, it is no surprise “DAISIES” — the second track on “SWAG” — quickly became a fan-favorite, debuting at number two on the U.S Billboard Hot 100. While the word “daisies” is not included in the track, the song’s title stems from its opening line, “Throwin' petals like, ‘Do you love me or not?,’” one that sets the scene for a highly personal track.
“GO BABY,” an album highlight, builds on themes of love. With the song’s opening lyric, Bieber showcases his pride in his wife. Referencing Hailey’s successful skincare business, Rhode, Bieber sings, “That's my baby, she’s iconic / iPhone case, lip gloss on it.” This line does more than compliment Hailey and assert her iconic status — it highlights that, while she may carry Bieber’s last name, Hailey has carved a powerful presence in pop culture separate from her husband.
As “GO BABY” continues, Bieber attempts to serenade his wife’s worries away, “It’s comedy, just block it out, my baby,” he sings. The lyrics are sweet and provide a heartwarming glimpse into the couple’s love life while demonstrating more generally that the beauty of love does not depend on perfection. And through and through, “GO BABY” is a song meant to encourage his wife. Bieber repeats the phrase “go baby go” throughout the track, which highlights the simplistic sentences that follow. Lines like “Lay it all down, and I can love it away” or “Cry on my shoulder whenever you need it” begin to feel more complex after the frequent repetition of this three-word phrase.
With his nature-based lyrics, with lines like “When sunlight turns to shadows and it gets hard to face / Like water to a flower, babe, I know you need the rain,” Bieber evokes a feeling of enduring love, which remains alive despite any struggles the couple may face.
Some of the tracks on “SWAG,” however, fall somewhat short. The repetition in “DADZ LOVE,” as opposed to “GO BABY,” drags down the track rather than fueling it because the repetition is all the track has. And the obvious messaging in the lines “We need more people to get together / More people to come together around the world, less separation / Less hatin', more unity, more love,” rings hollow and serves as a cliché.
“THINGS YOU DO” falls victim to similarly lacking lyrics, with plain lines like “that was attractive” that suck the substance from Bieber’s good intentions. On the other hand, the repetition on track seven, “WAY IT IS,” proves that with strong production, each line can still sound fresh, even if the words are the same.
“GLORY VOICE MEMO” and “ZUMA HOUSE” take a different approach than other songs on “SWAG,” with an acoustic aesthetic and audible background noise that create a homey atmosphere. Both feel intimate and personal, adding a rawness to the album accentuated by the tracks’ scratchiness and slight echo. The two act as a nice breather between the layers of heavy production on the rest of the record.
As a whole, “SWAG” is a purely enjoyable listen, filled with tracks of different styles, artists and themes. The album’s all-caps styling matches its sonic aesthetic of heavy production and exhilarating lyricism. Listening to “SWAG” feels like reading a journal, with entries that beautifully encapsulate Bieber’s emotions, despite some occasional stumbles. While the lyrics and spoken-word tracks may indicate that Bieber, as an individual, feels a little lost, the album marks a strong return to the spotlight. “SWAG” is a fresh, creative journey in which Bieber takes the time to dive into his emotions, experiment with new production styles and display the beauty — and hit-making power — of his words and voice.
Amelia Bush (28C) is double-majoring in English and PPL (philosophy, politics and law). She is from Minneapolis, Minnesota, and enjoys walking around its many lakes. Outside of the Wheel, you can find her reading, scrapbooking, or attempting a New York Times crossword.
