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Justin Bieber’s new album SWAG is marking a full-circle moment for the Canadian singer when it comes to fame, fatherhood, and faith since the release of his last project, Justice, in 2021. SWAG is Justin’s seventh studio album and includes 21 tracks — his longest to date.

Justin is offering fans a glimpse into his journey into fatherhood, as seen in tracks like ‘Dadz Love’. He and his wife Hailey Bieber welcomed their first son, Jack Blues Bieber, in 2024.

He may have also dropped some hints earlier about the contents of the album in the viral clip of him confronting a photographer on Father’s Day, in which he said, “I’m a dad. I’m a husband. You’re not getting it. It’s not clocking to you. I’m standing on business,” given that he has a song on the track list titled ‘Standing on Business’.

As part of the worldwide campaign to promote the album, fans spotted billboards in cities such as Los Angeles, Iceland, and Atlanta featuring an image of Justin accompanied by the word “Swag”. Justin shared a bunch of pictures of these billboards on his Instagram — without a caption, of course, but fans made sure they “clocked it.”

His use of family imagery in the promotions for SWAG has fans raising eyebrows, especially since there has been so much online speculation about the dynamics of Justin and Hailey’s relationship. After Hailey publicly denied rumours of an unhappy marriage or possibilities of splitting up, Justin’s use of images of both baby Jack and Hailey in his promotions for the album reinforce their family image.

Overall, the album signals a more grounded tone to the music. The album has a visual aesthetic that blends retro minimalism and emotional tones, with a musical direction that’s much softer than his previous releases, with blends of R&B, gospel, and trap soul.