Justin Bieber has unveiled his seventh studio album, SWAG, marking a bold new chapter in his musical journey. Released earlier this July, the album is a lo-fi, reverb-soaked exploration that draws heavily from underground pop and 90’s R&B, offering fans a candid glimpse into Bieber’s world. The lyrics delve into intimate themes, from his relationship with his wife to personal struggles and a resolute "standing on business" attitude. Notably, this is Bieber’s first album since parting ways with longtime manager Scooter Braun and the first where he exercises full artistic control.
The album’s release was accompanied by a fresh collaboration that highlights Bieber’s evolving sound and connections within the music scene. New York’s “sexy drill” pioneer, Cash Cobain, features prominently on the album’s title track, “SWAG,” blending his distinct triplet cadence with Bieber’s smooth, vintage R&B-infused vocals. Their partnership, which blossomed from social media exchanges to in-person studio sessions, embodies the album’s blend of contemporary edge and classic influences.
Cash Cobain, known for his innovative approach to drill music, caught Bieber’s attention after the pop star shared Cobain’s track “Trippin on a Yacht” on Instagram. Cobain recalls, “Everybody would just send me that sh–, so I just followed bro and I wrote, ‘Now we got to work. We got to get something in.’ He was like, ‘All right, bet. Definitely got to do it, I f— with your sh–.’” This initial digital connection quickly turned into a creative collaboration when Bieber visited Cobain’s home in New York. “We had, like, a laptop, speakers and instruments in this circle,” Cobain said. “We was just vibing and sh–. … That n—a’s a movie. He was just doing ideas. I never got to really see him really locked in, like, on some Justin Bieber sh–. I’m pretty sure that sh– will be fire.”
The pair worked on several ideas, with Cobain persistently sending beats until they landed on the track that would become the album’s 18th song. “He’s swaggy. He’s been on the swag sh– for a little minute,” Cobain added. “But we was talking regular sh–, too. We cool. He’d check on me like, ‘I’m just checking on you.’” Their collaboration culminated just as Bieber announced the album, with Cobain finalizing the track shortly before its release. “I’m like, ‘All right, bet.’ So I fixed it up and then the next day or the day after the next day, that sh– was out.”
SWAG debuted at No. 2 on the Billboard 200 chart, earning 163,000 album-equivalent units in its first week, a testament to Bieber’s enduring appeal and the fresh energy he brings to his music. Alongside Cash Cobain, the album features a diverse lineup of collaborators, including Daniel Caesar and Giveon on “Peaches,” Sexyy Red on “SWEET SPOT,” The Kid LAROI on “STAY,” Druski on “STANDING ON BUSINESS,” Gunna on “WAY IT IS,” Dominic Fike on “Die For You,” Burna Boy on “Loved By You,” Lil B on “DADZ LOVE,” and Dijon on “DEVOTION.”
Beyond the collaborations, the album’s soundscape nods to a rich musical heritage, with references to artists like Peter Gabriel and Haim, and contributions from Mk.gee and Dijon, underscoring Bieber’s eclectic influences and his willingness to experiment.
For Cash Cobain, the collaboration with Bieber is a milestone in a career that’s rapidly gaining momentum. A longtime fan of Bieber’s work, Cobain expressed admiration for the pop icon’s artistry, saying, “Man, who hasn’t been listening to Justin Bieber? Come on, it’s Bieber. That boy into it, you know? He on top of his game. He knows what’s good. He knows what’s going on.”
Looking ahead, Cobain is preparing for his own spotlight moment with the upcoming “Party With Slizzy” tour, set to kick off in New York City on September 7, 2025, and an album release slated for later this fall. He’s also eyeing collaborations with other major pop artists, including Sabrina Carpenter and Doja Cat, signaling his ambition to extend his influence beyond the drill scene.
Despite setbacks like the shutdown of last year’s Slizzy Fest, Cobain remains undeterred, though he acknowledges the challenges: “I don’t know, man. It won’t be the same. I had some shit that was going to pop out. I never got over that, so I don’t know.” Fans can, however, look forward to live performances this fall, where Cobain’s energetic presence will be on full display.
Bieber’s SWAG represents more than just another album; it’s a statement of artistic independence and a celebration of collaboration across genres. From its reverb-laden, lo-fi textures to the candid storytelling woven through its tracks, the album invites listeners into Bieber’s world — one that’s unafraid to embrace vulnerability while asserting a confident swagger.
As Bieber continues to redefine his musical identity, partnerships like the one with Cash Cobain highlight his commitment to staying relevant and innovative in a rapidly evolving industry. With SWAG making a strong commercial impact and sparking conversations about artistic growth, Bieber’s latest chapter is one that fans and critics alike will be watching closely.
