SWAG by Justin Bieber? Zainab says 4.5/5

On Thursday, July 10th, Justin Bieber (cryptically) announced to the world his seventh studio album, SWAG. The effect online was immediate. In naming the project SWAG—a core pillar of the young singer that millions fell in love with—Beliebers raced online to display their lifelong loyalty and deep understanding of the significance of this project. And at midnight, those Belieber instincts proved correct.

The first project since his professional departure from longtime manager Scooter Braun in August 2023, and from “swag coach” and Drew House co-founder Ryan Goode in April 2025, SWAG is, in many ways, Justin on his own terms. The first track, “All I Can Take,” feels like a direct reflection of Michael Jackson’s influence on Justin’s style, sound, and appreciation for songwriting. What follows are 20 tracks full of experimentation, vulnerability, and (you knew it was coming) swag. His collaborations with Mk.gee, Dijon, Gunna, Sexxy Redd, and Cash Cobain not only remind us of Justin’s ability to stretch himself in the studio, but also position SWAG as the project of the summer.

The interludes, however, seem a bit over the top. Why do we need Druski to validate our musical expression? Justin’s love and appreciation for Black culture—specifically Black music—stretches back to his childhood and the YouTube videos that propelled him to stardom. We don’t need Druski telling us Justin’s “soul is Black” when, very respectfully, we’ve known for years. If Journals was the world’s first full-length* introduction to the affectionally (and aptly) named, “Jamal Bieber,” SWAG is the older, wiser, more polished version.

As an unyielding Belieber since 2008, (it chooses you, not the other way around), there lies a deep commitment to seeing Justin live up to his fullest potential—and SWAG might be his most successful attempt to date.

*Real ones know it all began with Shawty Mane

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