Mere hours after its highly anticipated release, Scooter Braun, Justin Bieber's former manager and a figure whose parting ways with the singer made headlines (following Braun's retirement from music management in June 2024), took to his Instagram Story on Saturday to share his heartfelt reflections on Bieber's latest album, "Swag."
Braun, penning his thoughts amidst a weekend bathed in promise, revealed, "I've been receiving an avalanche of texts inquiring about my feelings towards Justin's new album, so I'll simply leave this here: 'Swag' is, beyond a shadow of a doubt, the most authentically Justin Bieber album to date. It's a mesmerizing blend of beauty, rawness, and pure, unadulterated Bieber. And that, my friends, is what truly matters."
He further elaborated, "For nearly two decades, I've had the honor of witnessing his growth, every step of the way. And in every artist's journey, there comes a pivotal moment when they fully embrace their true selves — Justin has achieved just that with this album. He's poured his very soul into this project, and you can feel its depth in every single note."
Braun also highlighted "Daisies" as his favorite track, praising Bieber's tone as "the best in the entire world."
On Friday, Bieber unveiled "Swag," his seventh studio album and a long-awaited return after a four-year hiatus since 2021's "Justice." This musical odyssey, a harmonious fusion of genres and themes, delves into a myriad of subjects, ranging from his relationship with wife Hailey Bieber and encounters with paparazzi, to mental health struggles, and even playfully titled tracks like "Standing on Business." Pop, R&B, soul, hip-hop, and gospel melodies weave through the album, creating a rich tapestry of sounds. The album rollout embraced Bieber's latest meme-worthy moment, with a Sunset Blvd billboard boldly stating "It's Not Clocking to You," a nod to his viral exchange with photographers outside Malibu's Soho Beach House.
"Swag" has been met with widespread acclaim, with listeners hailing it as "mature" and "authentic." One fan account even described the album as Bieber's "declaration of independence." Def Jam Records announced on Saturday that "Swag" had soared to the top of both the global and U.S. Apple Music and Spotify album charts.
Back in 2008, Braun discovered the then-13-year-old Bieber on YouTube, catapulting the Canadian singer into pop stardom. However, after 15 years of collaboration, tensions arose following the financial repercussions of Bieber's canceled Justice world tour in 2022. Earlier this month, it was revealed that Braun, who also managed acts like Ariana Grande, J Balvin, and Demi Lovato, was stepping down from his role as CEO of HYBE America to become an advisor, joining the Board of Directors of the South Korean entertainment giant HYBE, where he will serve as a director and senior advisor to Chairman Bang Si-Hyuk.
