It’s been 16 years, almost to the day, since I wrote my first Justin Bieber review for “One Time.” A lot of water has streamed under the bridge for Bieber (and, frankly, for all of us) since that July 2009 review.
Lately, though, when there’s been news about Justin at all, it’s typically not been about his music career. In June 2022, he was diagnosed with Ramsay Hunt syndrome, which paralyzed half of his face, a condition that typically only afflicts people over the age of 60.
Meanwhile, rumors have swirled on and off for years about the status of Bieber’s marriage to Hailey Baldwin. Some insist they’re hanging by a thread, while other supposed insiders say their commitment to each other, and to their shared Christian faith, is rock solid.
And just this week, cryptic social media posts by Bieber have some wondering—again—if he’s dabbling in drug use. It’s the kind of story that has popped up regularly throughout Bieber’s career.
Amid this drama comes Bieber’s surprise seventh album, SWAG—a sprawling 21-song effort that pinballs between sweet affirmations of love for both his wife and for Jesus, as well as a fairly steady lyrical focus on sex and some very explicit content from guest contributors.
If you’re looking for evidence that Justin Bieber is committed to his wife, family and God, you’ll find it here. And if you’re concerned that all is not well with the 31-year-old singer, you’ll find plenty of that as well.
Bieber has talked regularly about his faith throughout his career, sometimes at length. And references to it show up repeatedly on SWAG.
Sometimes they’re subtle uses of language that hint at the influence of his Christian beliefs. On “Way It Is,” for instance, Justin talks about (presumably) how he’s trying his best to love his wife: “And every day I’m layin’ my life down/I need you by my side/Every day, I count my blessings.”
Elsewhere, whispers become triumphant declarations. Against the backdrop of a soulful, bluesy guitar shuffle, the lone verse in “Glory Voice Memo” is equal parts old-time spiritual and old-time hymn. It starts with a cliché straight out of the blues handbook: “I’ve been used, and I’ve been beaten down/I’ve been let down and strung out.” But thence comes the glory: “But I, I reach out my hands, I’m beggin’ You for mercy/Please, Lord, would You please?/So I reach out, uh, singing ‘Glory’/Singing, ‘Glory, ‘Glory to the King!’/Singing, ‘Glory, glory to the Most High!” It’s a beautiful moment on the album, both spiritually and musically.
And we’re not done yet. Album-closer “Forgiveness” finds Marvin Winans singing the old Maranatha! praise classic, “Lord I Lift Your Name on High.”
“Dadz Love” emphasizes the importance of “less separation” and “more unity, more love,” which is apparently exemplified in the love of a father (whether earthly or heavenly isn’t clear): “It is dad love (love)/It is dad love (love).”
Songs such as “Go Baby” promise emotional support: “Sunday to Sunday, I’m here when you’re weak/ … Every moment, you know where to find me/You don’t have to speak/ … So just cry on my shoulder, just turn into me.”
“Walking Away,” meanwhile, hints at hard times before reaffirming Bieber’s marital commitment: “Baby, I ain’t walking away/You were my diamond/Gave you a ring/I made you a promise/I told you I’d change/ … And baby, I ain’t walking away.”
And other lyrics throughout the album reiterate Bieber’s love for and commitment to his wife.
I wish that I didn’t have to follow all of that with … “But …” But I do.
There’s some really harsh content here. Most of the most explicit lyrical concerns come courtesy of guest contributors. Two spoken-word interludes involve comedian Druski, who twice combines the f-word with “mother,” among other profanities, and tries to coax Bieber into partaking of a certain brand of cigars as well.
On “Sweet Spot,” sex is the main subject. Bieber’s lyrics about that subject are sensual and suggestive, but still printable: “I like it sticky in the sheets/I’ll make your sheets hot/I hit the sweet spot.” But guest contributor Sexxy Red, a female rapper, delivers lines that describe certain sex acts in ways that are almost impossible not to visualize, using harsh vulgarities (including the f-word in a sexual context) and crude slang references to both the male and female anatomy.
By my count, 10 tracks here include suggestive or sensual references to sex. On “Way It Is,” Bieber talks about being intoxicated by his partner’s sexuality: “I need more doses of your love, I’m intoxicated/I love the way you feel.” “All I Can Take” says, “Good times’ll keep you moanin’/So we goin ‘til four in the mornin’.” The title “Too Long” is probably a naughty double entendre and includes a reference to oral sex. “SWAG” says, “Your body don’t need, don’t need no touch but mine.”
Other profanities include “d–n,” “b–ch,” “a–,” the s-word and the n-word (the latter from a guest contributor).
It likely sounds patronizing and judgmental for me to write that SWAG is, ultimately, a disappointment. But I’m not sure how else to characterize my response.
I want to see Justin Bieber flourish—in his faith, his career, his marriage, his family. And we’ve seen more than a few tantalizing glimpses that he genuinely cares about all of those things, including several on this album.
But the harshest content from guest contributors here creates huge barriers for Bieber fans who share his faith and who are pulling for him to leave his demons behind.
And I can’t help but wonder about lyrics that, while often sweet and earnest, also objectify sexuality as well. That element of marriage is one to be celebrated and enjoyed by two lifelong partners, but not one that likely flourishes when it’s made public in suggestive lyrics.
Despite some songs that genuinely moved me, both musically and spiritually, the explicit and suggestive content here ultimately undermines Justin Bieber’s better moments on SWAG.
After serving as an associate editor at NavPress’ Discipleship Journal and consulting editor for Current Thoughts and Trends, Adam now oversees the editing and publishing of Plugged In’s reviews as the site’s director. He and his wife, Jennifer, have three children. In their free time, the Holzes enjoy playing games, a variety of musical instruments, swimming and … watching movies.
