Scooter Braun, now retired from artist management, praised Swag as “beautiful, raw, and truly him”—even naming “Daisies” as his favorite track.

A Masterclass in Artistic Authenticity

July 14, 2025: Scooter Braun, the music executive who helped launch Justin Bieber’s career nearly two decades ago, took to his Instagram Stories on July 12 to applaud the singer’s surprise album Swag. He wrote:

“This is, without a doubt, the most authentically Justin Bieber album to date. It’s beautiful, raw, and truly him. And that matters.”

Braun emphasized that, despite stepping away from music management and paying off over $26 million to settle financial disputes, he played no part in this project—and that Bieber’s creative freedom shines throughout the record.

Acknowledging Growth and Independence

Braun reflected fondly on Bieber’s evolution under his guidance, admitting the album marks a pivotal moment: Justin finally stepping fully into his own as an artist. Braun added that he could “feel the soul” Bieber poured into the project, signaling closure to their professional era.

Favorite Track: “Daisies”

When asked about his favorite song on Swag, Braun chose “Daisies”, encouraging listeners to stream the album and support what he sees as an authentic artistic vision.

Behind the Album: Justin Takes Control

Swag was released as a surprise on July 11, spanning 21 tracks and infused with personal themes—marriage tensions, fatherhood, mental health, and faith. Songs like “Walking Away” and spoken-word interludes highlight Justin’s introspection and deliberate storytelling.

Scooter applauded the intentional rollout, noting the release strategy was as thoughtfully crafted as the music itself—symbolizing Bieber’s autonomy and narrative control.

What This Means in 2025

A mentor’s nod of approval: Braun’s endorsement signals respect and belief in Bieber’s creative independence.

From manager to cheerleader: Although their working relationship ended in 2023, Braun remains emotionally invested in Bieber’s trajectory.

Authenticity as legacy: Swag cements Bieber’s evolution into an artist who prioritizes sincerity and self-expression over formulaic pop.

Final Take

With Scooter Braun’s glowing endorsement and focus on Swag’s emotional honesty, it’s clear this album represents more than musical output—it represents Justin Bieber reclaiming his narrative. Swag is his most personal body of work yet, and Braun, once his guide, now applauds him as an independent creator stepping fully into his own voice.