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Justin Bieber is entering a bold new chapter—one defined by artistic freedom, personal authenticity, and a clear departure from the constraints of his past. With the release of Swag on Friday, July 11, Bieber not only marks his return to music after a four-year hiatus but also celebrates the end of his longtime business relationship with former manager Scooter Braun—a decision he reportedly has no regrets about.
A source close to Bieber told Rolling Stone that breaking away from Braun was something the pop star had “wanted for so long.” For the first time in his career, Bieber has complete control over his creative process. “Having full creative freedom, sadly, is something new for him as an artist,” the insider shared. That freedom, they emphasized, made this album Bieber’s most honest and vulnerable work yet—a raw expression of who he truly is, without the pressure of crafting chart-perfect hits.
Swag, Bieber’s latest full-length album, is already being hailed as his most authentic body of work to date. It reflects not only his growth as an artist but also his inner transformation. From introspective lyrics to emotionally textured production, the project stands as a sonic declaration of independence. The source added, “This is the purest version of Justin Bieber we’ve seen musically.”
Interestingly, despite their business fallout in 2023 after over 15 years together, Scooter Braun has publicly supported the album. In a July 12 Instagram story, Braun called Swag “beautiful, raw, and truly him.” He wrote, “This is, without a doubt, the most authentically Justin Bieber album to date… he poured his soul into this project, and you can feel it in every single run.” Braun’s words suggest genuine pride in Bieber’s growth, even if their professional paths have diverged.
However, their separation wasn’t without financial entanglements. Braun’s company, HYBE, reportedly paid $26 million to cover an advance Bieber owed to AEG after canceling his 2022 Justice tour due to health issues. PEOPLE reported that Bieber has now agreed to repay those funds and will also settle an additional $5.5 million to Braun to cover half of the $11 million in unpaid commissions.
While the money matters are finally being resolved, it’s clear that Bieber’s real win lies elsewhere. Swag represents a reclamation of identity and voice—free from outside control, free from industry pressure, and completely his own. As he moves forward independently, Swag doesn’t just mark a new album release; it marks Justin Bieber’s true beginning as an artist on his own terms.