Justin Bieber Stands on Business With New Album SWAG
Justin Bieber has dropped a bombshell of an album that pays homage to classic alternative R&B and intriguing production collaborations for what could have been a very good record sans its shortcomings.
Ahead of the surprise release of SWAG, the 31-year-old Canadian megastar had been mired with controversy with rumors of a rocky marriage with his wife Hailey Bieber, and his public crash outs on the paparazzi that spawned the infamous “is it not clocking to you that I’m standing on business” meme that has permeated the internet’s consciousness.
SWAG features a host of intriguing alternative R&B collaborations from the likes of Daniel Caesar, Carter Lang, Mk.gee, and Dijon. The record also boasts a hip-hop flair with features from Gunna, Sexxy Red, and Cash Cobain.
Straight into Bieber’s new record, we get the pristine Michael Jackson-esque banger of a track “All I Can Take” that shows a direction toward a more soulful and almost bedroom-pop producer feel.
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The jangly keys and tightly programmed drums on the track is an infectious tune backed by Justin’s clean vocals. It's a strong opener to the record as Justin taps into his very nostalgic feeling R&B grooves that you would not expect from the album’s name.
“Daisies,” meanwhile, is one the sweetest, most earnest and soulful ballads the Canadian artist has ever put out so far in his catalogue. A killer guitar groove kicks off the track and is like an older brother to “Love Yourself,” a 2015 classic Bieber pop hit written by British star Ed Sheeran, which is also backed by a distinct rhythmic electric guitar slap groove.
The song is also one of the more endearing cuts from his entire catalogue, which reminds us of his best work from his 2013 album Purpose.
From the first two tracks alone, it's clear Bieber is heavily leaning toward this pure, moody R&B and even a more Lo-Fi sounding record compared to his previous commercially sanitized pop albums.
"Yukon" is another Lo-Fi sounding track with Justin’s vocals pitched up as he channels his inner Frank Ocean, specifically the Blonde (2016). This is also heard in the smooth tune “Devotion,” which sees the Canadian team up with R&B hitmaker Dijon and co-written by the mega-talented Daniel Caesar.
"Walking Away" is a song likely dedicated to his wife Hailey renewing his vow to stay committed to their marriage and to his child Jack Blues Bieber amid all the noise and controversies. The tune also presents a genuinely infectious melody that shows Bieber does not need to overdo things with roundabout vocal runs and belting.
The skits with comedian and internet personality Druski on "Soulful," "Therapy Session," and "Standing on Business," which leans into the viral paparazzi encounter, feels out of place musically. Despite this, one can see where Bieber is heading conceptually as he embraces all the attention he was attracting, whether or not it was warranted.
After a four year layoff in putting out records since his last album Justice, Bieber seems to have tapped into earnest songwriting in a record that doesn't feel musically derivative.
The soaring and promising start of SWAG could have had more continuity and consistency in the musical stylings in the later half. We could have done without comedy skits from Druski, as we missed out on the pure and consistent R&B record Bieber sought to accomplish.
