Justin Bieber may still be a household name, but his latest album, Swag, is proving to be a critical low point. According to review aggregator Album of the Year, the newly surprise-released seventh album currently holds a critical score of 55, making it the second-lowest rated album in Bieber’s discography. Only 2020’s Changes sits lower, with a 54.
The response marks a notable shift for an artist once praised for reinventing himself. Bieber’s 2021 album Justice, for example, garnered acclaim for showcasing growth, vulnerability, and genre-blending ambition. The low score for Swag suggests not just a creative misstep, but a growing disconnect between Bieber’s brand and the evolving expectations of both critics and fans, particularly within an industry where artists are constantly pushed to do something bigger and bolder with each new release. For someone whose public image has been defined by reinvention and survival in the spotlight, Swag feels like it’s treading water.
Where Did ‘Swag’ Go Wrong?
Released July 11, Swag was marketed as a confident, stylish return to Bieber’s early 2010s roots, blending pop-R&B with club-friendly hooks and nostalgic swagger. But critics say the album fails to evolve with Bieber’s age or audience. The Guardian wrote that listeners “would struggle to find much evidence of a three-dimensional human being in his lyrics,” while The Telegraph described the album as “uncomfortable, messy and a little confused” at times.
Fans, meanwhile, are split. While on social media, some longtime Bieber fans have praised Swag as “classic Biebs,” others have expressed frustration with what they see as creative regression and stagnation. The user score for Swag on Album of the Year is even worse than the critics’, sitting at a lackluster 47. The consistency of the reviews is that the album lacks cohesion or offers any sort of artistic advancement for Bieber. The primary point of praise for the album is Bieber’s vocal abilities.
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‘Swag’ Isn’t A Total Miss
Despite the critical blow and scathing reviews, Swag is still managing to hold its own on streaming services already. At the time of this story’s publication, the album is currently holding five of the top 10 spots in Spotify’s TOP 50 – USA ranking, with several other tracks off of Swag holding respectable positions in the rankings as well.
The lukewarm reviews do seem to mark a turning point in Bieber’s career. With the pop landscape dominated by more adventurous, genre-defying artists who are constantly taking risks, Bieber may need to rethink his formula to maintain his status as a pop idol going forward. For now, Swag is his second-worst-reviewed project to date, raising the question of whether Bieber’s golden era is behind him, or just in need of a reboot.
