Justin Bieber has returned to the release cycle with “Swag,” a 21-track set he issued without advance notice on 11 July. Produced largely by Carter Lang, the album trades the Canadian singer’s recent pop approach for a lean, R&B-led sound and includes appearances from Gunna, Sexyy Red and others. "Swag" is Bieber’s first full-length project since 2021’s “Justice” and the first made entirely outside the management of Scooter Braun, from whom he split in 2023. Initial consumption has been brisk. Spotify registered about 74 million streams for the album in its first 24 hours and 121 million within four days, while Bieber’s total daily streams across his catalogue peaked at a personal record of 98.5 million. Industry trackers estimate the set could clear roughly 175 million US streams in its opening week, placing it on course to debut atop the Billboard 200 and end Morgan Wallen’s seven-week reign. The commercial surge follows a period of restructuring for the 31-year-old artist. In 2022 Bieber sold the publishing and master rights to his pre-2023 catalogue to Hipgnosis Songs for about €200 million after cancelling his Justice World Tour over health issues. He later agreed to pay Braun US$31 million to settle outstanding tour-related obligations, paving the way for what sources call complete creative control on “Swag.” Early critical reaction has been favourable. Rolling Stone awarded four stars, praising the record’s “genuine and eclectic” soul tilt, while Variety and NME highlighted its stripped-down production and autobiographical themes. If the streaming trajectory holds, “Swag” will not only restore Bieber to the top of the charts but also mark a decisive pivot toward the R&B style he first hinted at in a 2008 pre-fame interview.