For years, fans and critics alike have grappled with the question of whether to separate art from the artist. However, a more pressing question emerges: can we truly separate an artist from their tabloid persona? This inquiry is at the heart of Justin Bieber's latest surprise release, "Swag," an album that compels us to reflect on how the sensationalism of celebrity culture can overshadow the essence of pop music.
Justin Bieber has dominated headlines in 2023, drawing attention for everything from social media meltdowns to rumors surrounding his relationships and scrutiny of his finances. His encounters with paparazzi have also made waves, notably when he shooed them away at Coachella and later stood up for himself, stating, “It’s not clocking to you that I’m standing on business?” This moment quickly became a viral meme, illustrating the complexities of his public image.
In "Swag," Bieber makes it impossible to ignore these celebrity clashes, incorporating both confrontations into the album's narrative. Notably, he revisits his viral interaction with internet comedian Druski, who serves as a comedic foil throughout the album via three skits, providing a unique lens through which to view Bieber's experiences.
Throughout the album, Bieber candidly shares his struggles with public life. In the aptly named track "Therapy Session," he confesses to Druski, “I have had to go through a lot of my struggles as a human, as all of us do, really publicly.” This admission highlights the pressure of living under constant scrutiny, a theme that permeates the album despite being overshadowed by its more lighthearted moments.
While "Swag" features moments of tenderness aimed at his wife, Hailey Bieber, with affectionate yet somewhat superficial sentiments, it also lacks depth regarding his personal experiences. Sonically, the album stands out as Bieber's most cohesive work since the underrated "Journals," benefiting from collaborations with talented producers and songwriters like Carter Lang, Dylan Wiggins, and Eddie Benjamin, alongside rising stars Mk.gee and Dijon.
The album's soundscape is characterized by smooth R&B vibes, incorporating shuffling beatbox rhythms, emotive guitars, and lush synthesizers. Bieber draws inspiration from the classic soul era, channeling influences from icons like Michael Jackson and Babyface. Although his youthful sweetness has faded, he still delivers sultry, intimate lyrics that resonate with listeners.
However, those seeking profound insights into Bieber's current state may be left wanting. The cleverest lyrics reflect a world dominated by smartphones—“That’s my baby, she’s iconic, iPhone case, lip gloss on it,” and “You leave me on read, babe, but I still get the message,” encapsulating the experience of the first pop star of the social media age.
Listeners looking for a deeper understanding of Bieber the individual may find solace in the album's interludes. Druski's commentary touches on cultural nuances and the challenges of navigating fame, adding layers to Bieber's narrative. The album also features contributions from artists like raunchy rapper Sexyy Red and Gunna, alongside a remarkable gospel verse from Marvin Winans, showcasing an eclectic mix of voices.
While "Swag" may contain the makings of an impressive slow-burn R&B album, Bieber's inclination to lean into his celebrity plight complicates the experience. The paradox of lamenting paparazzi culture while simultaneously embodying it is evident in lines such as, “Every time you don’t say my name / I’m reminded how I love when you say it.” Is this a declaration of love for his wife or the public that adores him?
Justin Bieber's "Swag" is an exploration of the intersection between art and celebrity. It challenges listeners to consider the impact of the artist's public persona on their music. As we navigate the complexities of celebrity culture, "Swag" invites us to reflect on the dualities of fame and artistry, leaving us to ponder the true essence of the artist behind the headlines.
