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Business Insider
11-07-2025
- Entertainment
- Business Insider
Justin Bieber's new album is excellent PR damage control. It's also his best music in years.
Justin Bieber has been a magnet for controversy lately. But his decision to forego the traditional celebrity damage control routes and instead let his music do the talking might be his most brilliant move yet. On Thursday, Bieber shocked fans by announcing that his new album, "Swag," would arrive in less than 24 hours. As his first full-length release in over four years following 2021's tone-deaf misfire "Justice," the announcement was met with equal parts excitement and wariness. A surprise drop — no hype, no hit single, no rollout campaign — is always a high-stakes, high-reward gambit. The singer's latest headline-making antics only intensified the risk. It started last summer, when Bieber's split from his longtime team — including mega-manager Scooter Braun, who discovered Bieber when he was a tween — sparked speculation over the pop star's future. Since then, Bieber's social media posts and interactions with the paparazzi have struck many fans, media outlets, and even former confidants as concerning. "Seeing him disintegrate like this… It's watching the embodiment of someone not living their purpose," one of Bieber's ex-team members, who was granted anonymity, told The Hollywood Reporter in an April piece titled "Justin Bieber's Crisis of Faith." "He's lost." Since the publication of that report, Bieber has continued to go viral for all the wrong reasons. When his wife, Hailey Bieber (née Baldwin), landed the cover of Vogue in May, her husband publicly undermined the accomplishment. "I told hails that she would never be on the cover of vogue. Yikes I know, so mean," he wrote on Instagram. In June, Bieber confronted photographers in Malibu with a gush of now-infamous, internet-brained gibberish: "It's not clocking to you that I'm standing on business." All of this didn't provide the best backdrop for new music from the singer. But as Eric Schiffer, a PR expert and chairman of Reputation Management Consultants, told me of Katy Perry's botched comeback last year, a miraculous amount of ill will can be swept under the rug by one good song, never mind an album full of them. "It's achievable if the quality is there," Schiffer said. "Ultimately, that's the driver." On "Swag," Bieber is not subtle about his intentions to win back public favor. Nearly 10 years after he sang "Don't forget that I'm human," and "Is it too late now to say sorry?" on an album literally called "Purpose," Bieber closes his newest album with an outro titled "Forgiveness," helmed by pastor and gospel singer Marvin Winans. Bieber has often used his music to petition for tolerance and compassion — particularly when it serves to absolve his own behavior — but for the first time in a decade, that strategy has paid off. "Swag" uses spoken-word interludes to address both Bieber's eyebrow-raising social media posts and frantic run-ins with paparazzi. "Therapy Session" and "Standing on Business" offer clips of recorded conversations with the comedian Druski, who reassures Bieber that he's "just being a human being." "It's feeling like, you know, I have had to go through a lot of my struggles as a human — as all of us do — really publicly," Bieber says in the former. "People are always asking if I'm OK, and that starts to really weigh on me." It's not repentance, per se, and it's a brief moment in a 21-track album — but it's a much-needed glimmer of self-reflection. These interludes, which appear alongside truly excellent R&B-pop songs like "Yukon," "Butterflies," and "Walking Away," enable Bieber to say his piece on his own terms while reminding fans why they fell in love with him in the first place — his extraordinary vocal talent and his keen ear for catchy melodies. Plus, a new album means the media narrative has now refocused on Bieber as a singer and artist, rather than the loose cannon with a tendency to overshare online. For a musician like Bieber, who has long infused his songs with confessions, apologies, and even personalized sermons from his real-life pastor, Judah Smith, it's expected that his music will reflect his values. Fans won't be surprised to find the album peppered with mini therapy sessions; Bieber has the luxury to process mistakes and complex emotions through his art. Addressing controversy via his lyrics naturally comes across as more sincere than an over-rehearsed, influencer-style " accountability video" or a public apology typed up in the Notes app. Of course, there's the added benefit of creative control. Unlike an interview with a journalist or a statement co-crafted with a publicist, Bieber is able to dictate the structure and focus of his own album, largely free from compromise or interference. Producers and collaborators are expected to mold their work to fit his vision, not the other way around. At most, Bieber might need to worry about objections from Def Jam, his record label — but after earning dozens of top-10 hits and eight No. 1 albums on the Billboard 200, his first when he was just 16 years old, Bieber has likely earned a long leash in exchange. The minimal promotion and fanfare surrounding the album's release strengthens its core thesis: Bieber doesn't need to over-explain or defend his actions to the media, as long as he can express himself in song. For someone whose career has been splattered with PR flubs and missteps, "Swag" is a refreshingly smart move.
Yahoo
16-06-2025
- Entertainment
- Yahoo
Justin Bieber Posted a Cryptic Father's Day Post About ‘Conflict' After He Addressed the Hailey Divorce Rumors
All eyes are always on Justin Bieber's Instagram account. The 'Baby' singer has been getting personal on his Instagram account about his internal struggles and fake friends. On Father's Day, the singer took to Instagram to post photos of his son Jack Blues Bieber and his wife Hailey Bieber with a middle finger emoji as the caption. Right after those posts, he posted a conversation with a seemingly ex-friend who he cut off. More from StyleCaster Hailey Bieber Shares Cryptic Post After Justin Posted About 'Transactional Relationships' Following Her $1B Deal Justin & Hailey Bieber's Prenup Details Finally Revealed Amid Reports He Could Get Half of Her Billion-Dollar Fortune 'I will never suppress my emotions for someone. Conflict is a part of relationship. If you don't like my anger you don't like me,' he messaged the anonymous person. 'My anger is a response To pain I have been thru. Asking a traumatized person not to be traumatized is simply mean.' The person on the receiving end responded that they were 'not used to someone lashing out at me. It's not hat I don't see and feel your anger.' He later was firm on his own emotions and called an end to the his relationship with the person. 'Ouch. This friendship is officially over,' he wrote. 'I will never accept a man calling my anger lashing out. I enjoyed our short lived relationship. I wasn't kidding when I told u I didn't need u as a friend. I have good friends. Who will respect these boundaries.' Just less than 24 hours later, Justin took to Instagram to address his behavior. 'People keep telling me to heal,' he wrote. 'Don't you think if I could have fixed myself I would have already? I know I'm broken. I know I have anger issues,' the singer wrote. 'I tried to do the work my whole life to be like the people who told me I needed to be fixed like them. And it just keeps making me more tired and more angry. The harder I try to grow, the more focussed on myself I am.' The posts comes weeks after Justin was criticized for posting a scathing Instagram caption about his wife's accomplishments for being on the cover of Vogue. 'Yo this reminds me when Hailey and I got into a huge fight,' he began in his Instagram cover. 'I told hails that she would never be on the cover of vogue. Yikes I know, so mean.' The singer recalled that he 'felt so disrespected' and 'thought I gotta get even.' 'I think as we mature we realize that we're not helping anything by getting even,' he continued. 'we're honestly just prolonging what we really want which is intimacy and connection.'He ended the post with an apology, 'So baby u already know but forgive me for saying u wouldn't get a vogue cover cuz clearly i was sadly mistaken.' He later replaced the caption with a series of emojis, '🤷🫵🏻🫶🏼🥹.' In the same Vogue cover story, Hailey addressed the divorce rumors. 'Being postpartum is the most sensitive time I've ever gone through in my life, and learning a new version of myself is very difficult,' Hailey told the fashion magazine. 'And to be doing that all the while going on the internet every day and people being like, 'They're getting divorced' and 'They're this' and 'They're not happy,' it is such a mindf—-. I cannot even begin to explain it. It's a crazy life to live.' Best of StyleCaster The 26 Best Romantic Comedies to Watch if You Want to Know What Love Feels Like These 'Bachelor' Secrets & Rules Prove What Happens Behind the Scenes Is So Much Juicier BTS's 7 Members Were Discovered in the Most Unconventional Ways
Cosmopolitan
12-06-2025
- Entertainment
- Cosmopolitan
Justin Bieber Posts About "Forgiveness" Amid Hailey Bieber Rumors
Justin Bieber has been sharing a lot of cryptic posts on Instagram lately about the meaning of love and transactional relationships, causing speculation about his relationship with Hailey Bieber (who, by the way, just subtly changed the caption of her own post about therapy). And Justin hopped onto the app again yesterday, alluding to drama in an unnamed relationship—or perhaps just musing generally?—by saying "the secret in life is forgiveness." His comments come just days after another post about loyalty, where he called the word "manipulative language" and said "please stop using loyalty to keep people around you out of your own fear its hurting us. Mafia members use loyalty to keep people in their gangs. Lets not perpetuate this manipulative language." Neither Justin nor Hailey have addressed speculation that these posts have something to do with their relationship—especially coming off a lengthy and since-edited comment Justin made about his wife's Vogue cover. In case you missed it, he wrote: "Yo this reminds me when Hailey and I got into a huge fight. I told hails that she would never be on the cover of vogue. Yikes I know, so mean. For some reason because I felt so disrespected. I thought I gotta get even. I think as we mature we realize that we're not helping anything by getting even. we're honestly just prolonging what we really want which is intimacy and connection. So baby u already know but forgive me for saying u wouldn't get a vogue cover cuz clearly i was sadly mistaken." Meanwhile, a source just alleged to The Sun that the pair are at their "breaking point" and that tension is at an "an all-time high" due to Justin being jealous of Hailey's success. More on that...
Yahoo
06-06-2025
- Entertainment
- Yahoo
Justin & Hailey Bieber's Prenup Details Finally Revealed Amid Reports He Could Get Half of Her Billion-Dollar Fortune
The speculation over Hailey and Justin Bieber's marriage has reached a fever pitch in the last few months. From reports about Justin's declining health, to his alleged money issues, to fans speculating he doesn't treat his wife right, without forgetting Kendall and Kylie Jenner reportedly trying to stage an intervention to save the marriage, there has been a lot of news. But throughout it all, the two have remained steady, or at least that's what they want us to believe. Now, however, it seems like remaining together would actually be the best for Hailey Bieber, financially speaking. The model-turned-entrepreneur did, after all, sell her beauty brand, Rhode, to e.l.f in a billion-dollar deal. And multiple sources told Page Six that the two never signed a prenup, so if they were ever to split, Justin could be entitled to half of her earnings. More from StyleCaster Justin Bieber Just Shared a Cryptic Post About 'Loyalty' After Rumors He & 'Not Happy' Hailey Are 'Getting Divorced' Hailey Bieber's Net Worth Revealed Amid Reports 'Broke' Justin Is Close to 'Financial Collapse' Related: Who did Justin Bieber date before Hailey Bieber? 'It's highly unusual for people of their stature to not have an agreement that governs their assets,' a top Hollywood divorce lawyer told Page Six. 'But sometimes people don't want to do it.' Moreover, the lawyer explained, 'Because they live in California, the state would have jurisdiction, and the law states that anything created during marriage is community property. If there is no prenup [or] postnuptial … agreement, this sounds like community property to me.' Of course, Bieber won't actually be taking home a billion dollars herself, as the deal is more complicated than that, but she's still getting a big payout. This is apparently not that strange, as some reports indicate she has become the breadwinner of the family late. Justin Bieber has not released a new album since 2021, but The Hollywood Reporter recently reported he is 'very close' to finishing a new project. Ironically, Bieber's entire catalogue, which he sold in 2023, would not be communal property, as Bieber's catalogue originated before their marriage. The singer has reportedly been having some money problems since he cancelled what was left of his 'Justice' tour in late 2022 after a diagnosis of Type 2 Ramsay Hunt syndrome, a facial paralysis disease. He reportedly lost out on an estimated $90 million in income by doing so. Rumors about the state of the couple's marriage resurfaced once again after Justin Bieber posted a questionable caption when it was announced Hailey would be on the June cover of Vogue. 'Yo this reminds me when Hailey and I got into a huge fight,' he explained on his Instagram. 'I told hails that she would never be on the cover of vogue. Yikes I know, so mean,' he said, adding an apology at the end that almost didn't feel like one, 'So baby u already know but forgive me for saying u wouldn't get a vogue cover cuz clearly i was sadly mistaken.' Afterwards, he replaced the caption with a series of emojis, '🤷🫵🏻🫶🏼🥹.' Hailey, however, responded to the rumors by telling Vogue: 'You would think after having a child, people would maybe move on, chill out a little bit, but no. So I guess these bitches are going to be mad.' So it looks like there's no trouble in paradise, and financially, that's probably a good thing. Best of StyleCaster The 26 Best Romantic Comedies to Watch if You Want to Know What Love Feels Like These 'Bachelor' Secrets & Rules Prove What Happens Behind the Scenes Is So Much Juicier BTS's 7 Members Were Discovered in the Most Unconventional Ways
Yahoo
04-06-2025
- Entertainment
- Yahoo
Justin Bieber Just Shared a Cryptic Post About ‘Loyalty' After Rumors He & ‘Not Happy' Hailey Are ‘Getting Divorced'
Justin Bieber is raising some eyebrows with his recent Instagram posts. The 'Baby' singer posted multiple photos about the topic of loyalty shortly after his wife addressed divorce rumors. He posted the first post on the morning of June 3, 2025. 'Telling other humans they deserve something is like raising someone else's kids,' he wrote. 'Who are you to tell someone what someone should or shouldn't have. The audacity. That's not your place. God decides what we deserve.' More from StyleCaster Hailey Bieber's Net Worth Revealed Amid Reports 'Broke' Justin Is Close to 'Financial Collapse' Hailey Bieber's Latest Move Speaks Volumes About Her Marriage With Justin Bieber After He Felt 'So Disrespected' by His Wife The singer made another post without a caption. It read, ''LOYALTY' is manipulative language. Loyalty is duty, it's an obligation. THATS NOT FREE WILL. Love is NOT a duty. LOVE IS A DELIGHT. Please stop using loyalty to keep people around you out of your own fear its hurting us. Mafia members use loyalty to keep people in their gangs. Lets not perpetuate this manipulative language. LOVE OVER LOYALTY FOREVER.' His last post was a selfie of him with plush slippers and seemingly holding up his middle finger. 'U DONT GET TO DECIDE WHOS WORTHY. OR WHO DESERVES WHAT. GOD DOES 💪🏼,' he wrote in the caption. Some fans were perplexed at the move, with one top commenter writing on his posts, 'Brother didn't you tell your wife she could never be on the cover of vogue???😭🙏' Another agreed, 'God forbid a girl tell someone they deserve to be happy.' After Hailey Bieber was featured on the cover of Vogue, Justin posted a questionable caption about his wife's accomplishments, saying that he didn't think she would be on the cover. 'Yo this reminds me when Hailey and I got into a huge fight,' he began in his Instagram cover. 'I told hails that she would never be on the cover of vogue. Yikes I know, so mean.' The singer recalled that he 'felt so disrespected' and 'thought I gotta get even.' 'I think as we mature we realize that we're not helping anything by getting even,' he continued. 'we're honestly just prolonging what we really want which is intimacy and connection.'He ended the post with an apology, 'So baby u already know but forgive me for saying u wouldn't get a vogue cover cuz clearly i was sadly mistaken.' He later replaced the caption with a series of emojis, '🤷🫵🏻🫶🏼🥹.' In the same Vogue cover story, Hailey addressed the divorce rumors. 'Being postpartum is the most sensitive time I've ever gone through in my life, and learning a new version of myself is very difficult,' Hailey told the fashion magazine. 'And to be doing that all the while going on the internet every day and people being like, 'They're getting divorced' and 'They're this' and 'They're not happy,' it is such a mindf—-. I cannot even begin to explain it. It's a crazy life to live.' The couple seems to still be going strong today and Justin has recently posted photos of him embracing Hailey. The Rhode founder also liked one of Justin's photos in his rant series. Best of StyleCaster The 26 Best Romantic Comedies to Watch if You Want to Know What Love Feels Like These 'Bachelor' Secrets & Rules Prove What Happens Behind the Scenes Is So Much Juicier BTS's 7 Members Were Discovered in the Most Unconventional Ways
