Scooter Braun Calls Justin Bieber’s Swag Album ‘Beautiful’

Scooter Braun had plenty to say about former client Justin Bieber’s latest album, Swag.

“Been having a beautiful start to the weekend and getting a lot of texts about how I feel about Justin’s new album,” Braun, 44, wrote in a lengthy Instagram Story statement shared on Saturday, July 12. “This is, without a doubt, the most authentically Justin Bieber album to date.”

He added, “It’s beautiful, raw and truly him. And that matters.”

Bieber, 31, dropped Swag — his first album since 2021’s Justice — on Friday, July 11. The collection of 21 songs includes “Daisies,” which Braun used in his social media upload.

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“This is more of a personal project that Justin has been wanting to put out, almost like a mixtape,” a source exclusively told Us Weekly of the record. “His label is planning a more traditional pop album for early next year.”

Braun, meanwhile, is credited with first discovering Bieber via YouTube before going on to sign him as a client. The duo officially parted ways in 2023.

“I’ve had the privilege of witnessing [Justin’s] growth for almost two decades. Along every journey, there comes a time when an artist fully steps into their own — and that’s what he’s done here,” Braun added on Saturday. “He poured his soul into this project, and you can feel it in every single run.”

Braun also praised Bieber’s surprise release strategy.

“The way he chose to release it is just as intentional as the music itself,” he wrote. I’m happy to see him do it his way. I have played no roll [sic] in the one, but as someone who’s always believed in him, I’m incredibly proud and impressed and genuinely enjoying this music.”

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Braun continued, “Justin has a special tone that I have witnessed for almost two decades. It’s the best in the world, and because of that special tone, I have to say ‘Daisies’ is probably my favorite [song] on the album.”

Braun concluded his message by asking his followers to stream Swag and “support an authentic voice.”

While Justin has not publicly responded to Braun’s message of support, his wife, Hailey Bieber, seemingly had something to say. Around the same time that Braun posted his statement, Hailey, 28, uploaded a side-eye selfie captioned with Mariah Carey’s “Obsessed.”

While it’s not overtly known if Hailey’s mention was a pointed dig at Braun, Us previously confirmed that she helped Justin go in a different direction with his managerial team.

A second source told Us in August 2023 that Hailey “led the charge that led Justin to leave [Scooter] for another manager.”