Justin Bieber officially drops his seventh album Swag as shocked fans react
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Justin Bieber set the music world on fire on Thursday with news that he would be releasing his seventh studio album later that night.
Bieber announced that his new LP Swag would be dropping at midnight ET/9 p.m. PT with the launch of billboards around the world and a rush of social media posts.
The 31-year-old hitmaker left fans plenty to chew on with newly released songs featuring cryptic lyrics, some of which seems to allude to his reported marriage problems with his wife Hailey Bieber, 28.
Justin released the album, which features 21 songs, four years after his previous album Justice dropped to mixed reviews but solid sales.
According to The Hollywood Reporter, insiders confirmed that Swag features guest vocals from Gunna, Sexyy Red and Cash Cobain.
As Bieber quickly publicized the album, he and his wife Hailey shared numerous moody photographs of the two and their 10-month-old son Jack Blues that appeared to have been shot for the album.
Justin Bieber set the music world on fire on Thursday with news that he would be releasing his seventh studio album later that night. His new LP Swag will drop at midnight ET/9 p.m. PT
The cover featured a stark black background with ‘SWAG’ written in the center in capital letters
As Bieber quickly publicized the album, he and his wife Hailey shared numerous moody photographs of the two and their son Jack Blues that appeared to have been shot for the album
The singer launched multiple billboards around the globe on Thursday that appeared to promote the album, with images spotted in New York, Los Angeles, Atlanta and Reykjavík, Iceland.
Some of the promotional images included what looked like a track listing for the LP, though it wasn’t certain if they reflected the final track order.
The apparent song titles for Swag include All I Can Take, Daisies, Yukon, Go Baby, Things You Do, 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 and Forgiveness.
Some of the songs had potentially autobiographical titles, as Dadz Love could refer to Justin becoming a first-time father last year.
Others, like Therapy Session and Forgiveness, seemed to allude to reports of marital strife between him and Hailey in recent months, as well as to his bizarre public displays.
But other titles seemed primed for love songs, such as Devotion, Soulful and Sweet Spot.
Although Bieber didn’t clarify which — if any — of the images he shared are intended as Swag’s album cover, one prominent black-and-white photo showed him shirtless from behind while Hailey stood in front of them and held Jack in her arms.
They appeared to be standing at the entrance to a barn bathed in darkness aside from a small rectangular door open on the other side that let in a sliver of light.
Justin and Hailey have been engulfed in rumors of marital strife in recent months, but the photos tried to paint a portrait of a loving couple starting a familly
The singer launched multiple billboards around the globe on Thursday that appeared to promote the album. Some of the promotional images included what looked like a track listing for the LP, though it wasn’t certain if they reflected the final track order
The apparent song titles for Swag include All I Can Take, Daisies, Yukon, Go Baby, Things You Do, 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 and Forgiveness
Bieber didn’t clarify in advance which image was meant to be his album cover, though a simple black box with ‘SWAG’ in the center seemed the most likely contender
Bieber used his highly anticipated album drop to help promote another business, his new fashion project Skylrk. The clothing brand announced a surprise drop on its website, and several of the 20 items had already sold out by Thursday evening
To the left, Swag was written in capital letters over a completely black background.
Other images featuring the Swag graphic showed a the titled in a minimalist black box, while next to it was a black-and-white photo of a shirtless Justin holding Jack in front of a sofa placed just inside of the the makeshift barn.
Bieber appeared to use his massively anticipated album drop to help promote another of his business, his new fashion project Skylrk.
The clothing brand, which he moved on to after publicly denouncing his previous apparel company Drew House, announced a surprise drop on its website.
The site now has two nondescript $160 hoodies in a light blue, faded black or yellow, along with multiple pastel tank tops, beanies, sunglasses and a variety of slide sandals.
As of Thursday evening, several of the 20 different items appeared to have already sold out.
Although it was a surprise to fans that Bieber was so close to releasing his seventh album, he hasn’t exactly been hiding that he was working on it.
The artist posted several photos of him at work in the studio in recent months, suggesting he was making progress.
He had reportedly been nearing completion of an album way back in May 2022. It’s unclear if the album being released as Swag is the same project he was working on back then, or if it represents primarily new material
However, he had reportedly been nearing completion of an album way back in May 2022.
It’s unclear if the album being released as Swag is essentially the same project he was working on as far back as 2022, or if it represents primarily new material.
Bieber’s most recent collection of multiple songs was his 2021 gospel-influenced EP Freedom
He released his sixth studio album, Justice, earlier that year.
It received only mixed reviews, but it managed to top the Billboard 200 albums chart and was certified 2x Platinum by the Recording Industry Association of America.
Justin’s previous LPs include Changes (2020), Purpose (2015), Believe (2012), the Christmas album Under The Mistletoe (2011) and My World 2.0 (2010).
