The surprise album drop, arriving nearly four years after his previous work "Purpose," showcases a diverse range of musical collaborations with rappers such as Sexxy Red and Gunna. Built on a runtime of just under an hour, “Swag” reflects Bieber's journey through personal challenges, particularly regarding his mental health and the pressures of fame.

Promotional visuals for the album feature heartfelt moments with his wife, Hailey Bieber, and their young son, signifying a family-centered narrative woven throughout the project. Notably, the album channels nostalgia from his earlier hit “Boyfriend,” while the lead track, “Daisies,” hints at the complexities of his relationship with Hailey.

In recent months, Bieber has opened up about the struggles he has faced with paparazzi intrusion, even confronting a photographer during a family outing. This moment has now inspired content for one of the album’s songs, "Butterflies," illustrating how his experiences translate into music.

Themes of faith remain intertwined with the tracklist, as titles like “Devotion” and “Forgiveness” resonate with Bieber’s Christian beliefs. With reactions from fellow artists and fans celebrating the vibrant new vibes of “Swag,” the album marks a significant chapter in Bieber's ever-evolving journey in the music industry.