'Swag' decoded: Breaking down Justin Bieber's new album — lyric by lyric
Much has been said about Bieber in the years since he dropped his last studio album, 2021's Justice. The star famously postponed the album's tour, before canceling it due to exhaustion, making a pledge to prioritize his health. And in recent months, Bieber's erratic behavior, both on social media and in public, has stirred concern among fans and sparked tabloid rumors of everything from an intervention to an impending divorce from Hailey.
Bieber isn't directly responding to any of those rumors, but the existence of his new album is prompting speculation from some about whether his more alarming conduct (including a now-viral paparazzi rant) may have been just a promotional stunt. We may never know — but here are some insights from Bieber's Swag that could give fans a look at his inner world.
Swag's 'Therapy Session' isn't so much a song as it is an interlude. The track reveals a conversation between Bieber and comedian Druski, in which Druski and Bieber reflect on the singer's public image.
'Even sometimes where I know you're trolling, and they don't even understand it, like, 'Oh my God, he's f****ing losin' his mind,' Druski says on the track. 'And it's like, 'Nah, I think he's just being a human being. He's enjoying social media like the f***ing rest of us. He's just doing it his own way.'
Bieber then tells Druski on the track that because he's had to go through a lot of his struggles publicly, he's constantly being asked if he's OK — which starts to 'really weigh' on him.
'It starts to make me feel like I'm the one with issues and everyone else is perfect,' Bieber says.
Much has been said about Bieber's relationship with Hailey, who he had a brief relationship with in 2016 before the two reunited and quickly married after a few weeks together in 2018. The couple welcomed their son, Jack Blues Bieber, last year, but their relationship has been plagued with tabloid rumors, fueled occasionally by the couple's social media presence.
But whatever drama has — or hasn't — occurred between the couple, Bieber seems to send a strong message on Swag's title track.
'Baby, I ain't walking away / You were my diamond Gave you a ring I made you a promise / I told you I'd change / It's just human nature / These growing pains / And baby, I ain't walking away,' Bieber sings on the track.
The singer seemingly references the ups and downs of a relationship again in 'First Place,' with lyrics like 'Oh (All I see is you now, all I see is you now), in the first place / Oh (Don't wanna lose you now), and that's thе worst case.'
He also waxes poetic about settling down with his love on 'Way It Is,' with lines such as, 'I'm dreamin' of reachin' and pullin' you closer / We could settle down / I'm dreamin' of a place that we can go away / Time isn't slowin', and there's nobody around.'
Hailey's skincare company, Rhode, gets a shout-out on the album — specifically, the brand's cellphone case, which comes with a lip gloss holder. 'That's my baby, she's iconic, iPhone case, lip gloss on it,' Bieber sings on the track 'Go Baby.'
But it's not just the lip gloss that gets a shout out: Bieber also clocks the many rumors that have swirled about Hailey on social media, singing, 'She keeps 'em talkin', it's comedy, just block it.'
He also shares supportive words on the song: 'When sunlight turns to shadow and it gets hard to face / Like water to a flower, babe, I know you need the rain / Nothing needs to work out and nothing needs to break / Don't need to pretend that you're OK.'
Bieber also makes what might be another reference to Hailey's ability to win with beauty trends on the song 'Devotion' with the line, 'Your lips and fingernails are all glowing.' Hmm, a possible reference not only to Rhode's lip gloss, but also Hailey's viral glazed doughnut nails?
Bieber even sampled his own paparazzi rant in 'Standing on Business,' another interlude track featuring Druski. Back in June, Bieber was confronted by a paparazzo outside of Soho House in Malibu, resulting in an 11-minute argument between the pop star and videographer, in which Bieber was heard on video saying, 'You're not getting it, it's not clocking to you…It's not clocking to you that I'm standing on business.'
Bieber's words went viral, particularly his line about 'standing on business' — which then became a part of the intro to his track of the same name.
While 'Standing on Business' isn't a song, it is another way for Bieber to playfully poke fun at his recent public drama, with Druski commenting on his proper pronunciation of 'business' in the rant.
'I'ma start goin' to beach and lookin' for motherf***ers just to say that s**t, too,' Druski joked.
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