Justin Bieber features Druski on SWAG album track inspired by viral standing on business moment
Among the most talked-about songs is 'Standing on Business,' which draws directly from a viral moment earlier this year when Bieber clashed with paparazzi outside Soho House in Miami. Frustrated by their persistence, he declared, 'It's not clocking to you that I'm standing on business, is it?' Many online now believe the encounter was part of a calculated lead-up to this release. According to Stereogum, Bieber co-produced the album with Carter Lang, Dylan Wiggins, and others.
Reactions to the album and the viral tie-in have been mixed. Some users called Bieber a 'marketing genius,' while others said the meme lost its appeal once it became part of a celebrity brand. Druski's inclusion also drew attention, with fans calling it both 'hilarious' and 'unserious.'
Promotion for SWAG featured billboard campaigns across New York, Los Angeles, Atlanta, and Reykjavík. Some included a photo of Bieber with wife Hailey and their 11-month-old son, Jack Blues. Hailey also joined the marketing push, reposting an image to her Instagram Story with a cheeky nod to her husband's quote: 'Is it finally clocking to you f**king losers?'
The release of SWAG also follows a turbulent few years for Bieber, including the cancellation of his Justice World Tour due to health issues and a reported $20 million debt settled by former manager Scooter Braun. Since then, Bieber has released music sporadically while starting a family and quietly building anticipation for a return.
As SWAG dominates streaming platforms, it's clear that Bieber's mix of controversy, family focus, and meme-savvy marketing is keeping fans—and critics—talking.
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