Justin Bieber’s ‘Swag’ Criticized as a ‘Messy Cry for Help’

Justin Bieber stunned fans with a surprise album drop on Friday — but critics seemed just as blindsided, and not in a good way.

The 31-year-old pop star released Swag, his first full-length LP in four years, at midnight, following a last-minute promo blitz that included billboards around the world and a flurry of cryptic social media posts.

The album clocks in at 21 tracks and features guest appearances from Gunna, Sexyy Red, Druski, Dijon, Lil B, and Cash Cobain.

Swag marks Bieber’s follow-up to 2021’s Justice, which spawned hits like Hold On, Peaches, and Lonely, and led to a world tour that was cut short in 2022 after Bieber announced he was stepping back to prioritize his health.

Since then, the singer has made headlines for everything but music — welcoming his first child, Jack Blues Bieber, with wife Hailey in August 2024, while also facing mounting speculation over his mental health, cryptic online behavior, and rumored tension in his marriage.

And while fans were eager for new material, early reviews suggest Bieber’s time away didn’t lead to a triumphant return—with one critic even calling the album ‘a cry for help.’

Justin Bieber stunned fans with a surprise album drop on Friday — but critics seemed just as blindsided, and not in a good way; (pictured with son Jack)

While fans were eager for new material, early reviews suggest Bieber’s time away didn’t lead to a triumphant return—with one critic even calling the album ‘a cry for help’

The Telegraph writes, ‘Bieber’s surprise release is not the return of a pop titan. It’s an uncomfortable and unfiltered cry for help.’

The outlet added that the production ‘seems as confused and messy as he is.’

Though largely unimpressed, the outlet called Daisies, Dadz Love, and Too Long ‘worthwhile exceptions in a generally undercooked album.’

The Telegraph concluded, ‘Less the return of a pop titan, Swag feels like a cry to be heard. 

‘At times it’s uncomfortable, messy and a little confused – but perhaps after all this time, music is the only thing Justin Bieber knows will make people listen. 

‘Whether he has anything worth saying is another matter though.’

The Independent followed suit, slamming Swag as a ‘god-fearing, hyper-sexual slog.’

The outlet added, ‘his surprise drop is oddly exposing – just further confirmation of the artistic lethargy that has plagued his most recent work, and an unfortunate insight into a man who seems awkwardly caught between sex, God, and self-pity.’

The Telegraph writes, ‘Bieber’s surprise release is not the return of a pop titan. It’s an uncomfortable and unfiltered cry for help’

The Independent followed suit, slamming Swag as a ‘god-fearing, hyper-sexual slog’

The outlet added, ‘his surprise drop is oddly exposing – just further confirmation of the artistic lethargy that has plagued his most recent work, and an unfortunate insight into a man who seems awkwardly caught between sex, God, and self-pity’

The criticism didn’t stop there, as the outlet said, ‘From there, repetition sets in. Bieber oscillates between plodding love songs (‘That’s my baby, she’s iconic,’ he boasts on Go Baby) and spoken interludes both mystifying and mortifying.’

Bieber’s vocals also took a hit, with the critic describing his ‘occasionally strained warble of a voice.’

The Independent concluded: ‘But, outside of his hardcore devotees, Bieber remains more of a curiosity than a consistent, coherent creative force – Swag won’t do much to change the conversation.’

However, not all reviews were as harsh — with some critics finding Bieber’s comeback surprisingly refreshing.

Billboard wrote, ‘With Swag, Bieber is taking control of not only the present narrative but his and his family’s future.

As he famously said recently, in a paparazzi clip that has since gone viral: “It’s not clocking to you that I’m standing on business.” After one listen through Swag, it immediately clocks just how serious Bieber is about protecting what matters most.’

‘And as a whole, that’s what Swag accomplishes best; in addition to helping Bieber get some things off his chest, never has a star of his magnitude sounded more real, in every sense of the word.’

Billboard’s Lyndsey Havens also pointed to one song as a sign of Bieber’s maturity when it comes to his much-speculated marriage.

Bieber’s vocals also took a hit, with the critic describing his ‘occasionally strained warble of a voice’ 

The criticism didn’t stop there, as the outlet said, ‘From there, repetition sets in. Bieber oscillates between plodding love songs (‘That’s my baby, she’s iconic,’ he boasts on Go Baby) and spoken interludes both mystifying and mortifying’

‘Walking Away is a goosebump-raising confessional about why Bieber isn’t “walking away” from his marriage — no matter how tough it gets. “We better stop before we say some s–t, we’ve been testing our patience,” he admits, before declaring, “Baby, I ain’t walking away.”

‘This song functions like a refreshingly honest vow renewal, as Bieber recalls giving Hailey her ring and promising to change.’

He also appears to reference Hailey in Go Baby, giving her a shoutout.

‘That’s my baby, she’s iconic/ iPhone case, lip gloss on it,’ sings Bieber, speaking of his wife Hailey and her Rhode beauty empire, which recently sold to Elf Beauty in $1 billion deal.

‘Sure, things may not always be perfect — but isn’t that the beauty of having a partner to celebrate the good and brave the bad with? And for the Biebers, they have to live their highs and lows out loud. “Go Baby” proves that there’s no love lost — rather, they’re one another’s biggest fans when they need it most,’ Havens writes.

The magazine Clash echoed that sentiment.

A Clash critic wrote, ‘it’s a 21-track behemoth, with lyrics that move from an emotive depiction of fatherhood through to in-jokes.

‘Stylistically, it broadly sits on 90s-adjacent synth pop – sometimes fixed in its approach, sometimes vaporised. It’s always colourful, and – for all its breadth – it’s always entertaining.’

And of course, Bieber’s loyal fanbase was quick to crown Swag another masterpiece 

One X user posted, ‘Justin Bieber new “Swag” album is smooth.’ and the ‘All I can take song’ Has that michael jackson feel on it’ 

Whether it’s a bold new chapter or a messy detour, Swag shows Bieber is still figuring it all out — and letting the world watch 

And of course, Bieber’s loyal fanbase was quick to crown Swag another masterpiece.

One X user posted, ‘Justin Bieber new “Swag” album is smooth.’ and the ‘All I can take song’ Has that michael jackson feel on it.’

Another wrote, ‘JUSTIN BIEBER COOKED GUYS.’

Someone else added, ‘Justin going 21/21 on this album and there’s more to come and i can’t even imagine what he’s going to continue to surprise everyone with. SWAG is so raw and beautiful in every way possible and i’m blown away by his vocals, the production, EVERYTHING!! JB is still him.’

And one fan declared, ‘Justin Bieber just dropped the SWAG album and it feels like MJ’s soul is moonwalking through every beat. This isn’t just music, it’s a masterclass in vocals, rhythm, and legacy.’ 

Whether it’s a bold new chapter or a messy detour, Swag shows Bieber is still figuring it all out — and letting the world watch.