Justin Bieber breaks streaming record with surprise album SWAG and sparks early Grammy buzz
Released via Def Jam on July 11 with no prior promo beyond cryptic billboards in cities like Los Angeles, New York, and Reykjavik, SWAG marks Bieber's first solo album since 2021's Justice. The 21-track record features collaborators including Gunna, Sexyy Red, Cash Cobain, Lil B, Dijon, Eddie Benjamin, and gospel icon Marvin Winans. Early reviews point to a darker, more introspective tone, with Bieber drawing from his personal life as a new father and his evolving relationship with fame and faith.
According to People, Bieber adopted a deeply personal approach in both the music and visuals, with behind-the-scenes footage featuring his wife Hailey and their son. Sources close to the artist call the release 'a huge milestone,' noting that Bieber was initially nervous about dropping such a raw project.
The rollout appears to have paid off. Based on early streaming and sales data, SWAG is projected to debut with over 175,000 album-equivalent units in its first week—a figure that combines streams, digital downloads, and physical sales.
In a supportive message, former manager Scooter Braun called the project 'beautiful, raw and truly him,' while early Grammy chatter suggests SWAG may be a serious contender come awards season.
With SWAG already rewriting Bieber's career stats and reigniting fan excitement, all eyes are now on whether this surprise drop leads to a Grammy sweep—and what creative direction he'll take next.
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