Announcement of the Album and Date of Release
Today, July 11, 2025, Justin Bieber made a surprising announcement about his
seventh studio album, Swag.
Following the release of a 20-track list, the distribution started with
mysterious "SWAG" billboards that appeared all over the world,
notably in Times Square and Reykjavik.
Highlights of the Tracklist
Contains songs such as "Go Baby," "Butterflies," "Dadz
Love," "Therapy Session," and "Glory Voice Memo."
People.com
Timeline Overview Date of Event:
May 2025Teasers appear: Reykjavik studio photos and Instagram clues
July 9–10: Worldwide billboards are displayed, and the album title and tracklist are
leaked.
10 July Increased media attention and the sharing of promotional family images
July 11: "Swag" is officially released.
Partnerships & Manufacturing
With production credits to Dylan Wiggins, Sekou, DJ Tay James, Harv, Carter
Lang, Eddie Benjamin, and others, it includes guest verses by Gunna, Sexyy Red,
and Cash Cobain.
Between 2022 and April 2025, Brexit-style jam sessions took place in Reykjavik
and Los Angeles.
Individual and Visual Theme
Promotional images of Justin, his wife Hailey, and their 10-month-old son Jack
significantly emphasize the album's intimate, personal themes.
Warm colour and stark black-and-white photographs in picturesque surroundings
are used in the cover campaign.
Media and Fan Reaction
The launch is characterized by media outlets as remarkably audacious: Despite
only having a 24-hour notice, Vulture describes it as a bold "business
with swag" move.
The nostalgic flashback to Bieber's exuberance in the early 2010s has fans
talking.
