Justin Bieber’s latest album, “Swag,” presents a perplexing listen, oscillating between moments of genuine brilliance and stretches where it feels utterly lost, suggesting he needs to take a leaf out of Pritam’s book and embrace simplicity.
A Jumbled Vision
The album’s overarching theme appears to be love, intimacy, and a connection to a higher power. However, the lyrics often fall flat, with repeated mentions of “the bed” that seem to make less sense each time.
From the outset, “Swag” feels like Bieber is trying to do everything at once. The initial tracks often sound like remixes of each other, despite a consistently precise and catchy bass line.
A notable issue is the underuse of Bieber’s powerful voice. In tracks like “Yukon,” his vocals are strangely pitched up, making it hard to hear his natural singing. It seems he shies away from his greatest asset, offering only glimpses of his vocal prowess.
Glimmers of Hope
Amidst the confusion, a ray of light emerges with the fifth track, “Things You Do.” This song is beautifully structured, featuring a simple bass, subtle clicks, and a soothing guitar riff. It proves that a linear, uncluttered approach works wonders for Bieber, yet he quickly abandons this successful formula.
Collaborations: A Mixed Bag
Bieber has a history of successful collaborations, but “Swag” highlights the opposite. The feature from Gunna on “Way It Is” is a significant misstep, with lyrics about generic luxury that add nothing to an otherwise decent track.
The Album’s True Strengths
The album truly shines in tracks 10, 11, and 12, offering arguably its best moments. “Walking Away” features effortless vocals laid over an instrumental that complements the song perfectly. Here, Bieber’s genuine love for his partner, Hailey, is palpable and authentic.
The raw, unmastered “Glory Voice Memo” is a standout. This voice recording of Bieber singing with a guitar feels like a perfect blend of gospel and blues, channeling the spirit of blues legends. It’s one of the most compelling performances on the album.
“Devotion” follows, making up for previous missteps. Its subtle, slow tempo takes listeners on a thoughtful journey through Bieber’s mind. The seamless feature from Dijon adds another layer, creating a harmonious blend with an addictive, John Mayer-esque guitar lick.
Where It Falters Again
Unfortunately, after these highlights, the album veers off course once more. The second half feels like a collection of songs that should have been cut. “Sweet Spot” with Sexyy Red attempts relevance but delivers a shallow, unimpressive verse.
“405” sounds like generic background music from a forgettable rom-com, while “Too Long” ironically describes the album’s overall trajectory. Despite this, “Zuma House” brings back a Shiloh Dynasty-like vibe, and the final track, “Lord, I Lift Your Name High,” is a sampled gospel song, hinting at his underlying vision.
The Simple Truth
The project’s vision—exploring Bieber’s relationship with his family and God—is clear. Yet, the irony lies in the fact that the most linear and simple songs are the ones that truly resonate, offering genuine insight into an artist navigating personal challenges.
Ultimately, “Swag” demonstrates that Justin Bieber hasn’t lost his voice or charm. He simply needs to embrace consistency and simplicity, much like Pritam, to rediscover the magic that made his earlier work so captivating.
- Justin Bieber’s “Swag” struggles with a lack of focus and disingenuous lyrical themes.
- The album often hides his powerful vocal talent, opting for overproduced or pitched-up sounds.
- Its strongest moments are found in simpler, more heartfelt tracks like “Walking Away” and the raw “Glory Voice Memo.”
- Poor guest features detract from the album’s potential.
- Bieber needs to embrace his natural strengths and a more straightforward approach to truly shine.
If Bieber can learn to stick to the sounds and themes that truly work for him, his next project could very well bring back the effortless appeal his fans cherish.
