After years under the direction of manager Scooter Braun, Justin Bieber has stepped into a new era of artistic freedom that it’s fully on display in his latest album, Swag. Released on Friday, the 21-track project marks Bieber’s first full-length album in four years and is being heralded by those close to the artist as his most authentic work to date.

A source close to the singer tells Rolling Stone that Swag represents a major turning point in Bieber’s career. “This is the purest form of Justin we’ve ever seen,” the source said, citing the end of his professional relationship with Braun as a key factor. “Breaking away from Scooter Braun and his team has been something that Justin has wanted for so long. Now that he’s fully free, he could finally share this album with the world.”

The split comes after years of public speculation and, most recently, a multimillion-dollar settlement related to a financial dispute between Bieber and Braun’s management firm. As part of the agreement, Bieber now retains 100 percent ownership of his masters starting with Swag, a major milestone for any artist navigating the business side of the music industry.

Creative autonomy, the source notes, is something Bieber had long sought but hadn’t fully experienced until now. “Not having to stress about crafting the perfect single or album allowed him to create what many around him believe is the best body of music he’s ever made,” the source said. “This is the most honest and vulnerable Justin we’ve heard.”

The release of Swag was met with immediate enthusiasm. Within hours, the album soared to Number One on Spotify and Apple Music’s global charts. Friday also marked the biggest streaming day of Bieber’s career to date, underscoring both the demand for new music and the impact of his creative reinvention.

Swag includes features from Gunna, Cash Cobain, and Sexyy Red, but the project is rooted in deeply personal themes. Tracks like “Dadz Love” reflect Bieber’s transition into fatherhood following the birth of his son, Jack Blues Bieber, in August 2024 with wife Hailey Bieber. The album also explores his mental health, spirituality, and the pressures of fame, topics the 31-year-old has been increasingly candid about over his entire career.

Leading up to the album release, Bieber ramped up his social media presence, posting introspective messages and behind-the-scenes glimpses into his personal life. In one post, he expressed frustration with public expectations around healing and self-improvement. “Don’t you think if I could have fixed myself I would have already?” he wrote. “I know I’m broken. I know I have anger issues.” He continued, “I tried to do the work my whole life to be like the people who told me I needed to be fixed like them. And it just keeps making me more tired and more angry. The harder I try to grow, the more focused on myself I am. Jesus is the only person who keeps me wanting to make my life about others.”

Bieber’s reflections have also extended to the album’s visual rollout. Prior to the release, promotional billboards appeared in cities worldwide, featuring black-and-white photos of Bieber with a buzzcut, along with images of Hailey holding their child. Hailey also posted several of the images on her Instagram Stories, signaling her support for the project and the personal journey behind it.