Justin Bieber ditches the city streets he cruises down in “Yukon” for a coastal vacation in the grayscale video for the Swag single. Directed by Cole Bennett, the visual finds the singer lounging on an expansive yacht with his wife, Hailey Bieber, and their one-year-old son, Jack Blues Bieber.
Bieber suggests that the work aspect of his latest musical release is complete, and that it’s all pleasure and play from here. He dances along to the record with a carefree ease, throws up his middle finger while surfing the calm waters, and peppers his son’s face with kisses. “What would I do, if I didn’t love you, babe?” he asks in a high-pitched tone on the “Yukon” chorus. “What would I do?”
“There is so much healing going on in this album,” Rob Sheffield wrote in Rolling Stone‘s Swag review, noting, “If he’s looking to answer all the ‘what the hell’s happening to this guy?’ headlines, he couldn’t do much better than Swag, because the musical energy and imagination here is Bieber at his most confident.”
“Yukon” and other selections on the record call to the yearning Bieber has expressed for years for his music to be filtered through the lens of R&B, rather than immediately being filed away as pop just because it’s the kingdom in which he was first crowned. The closing scene of the video credits Sir Dylan, Carter Lang, and Daniel Chetrit for production.
“Having full creative freedom, sadly, is something new for him as an artist,” a source close to the musician recently told Rolling Stone. “Not having to stress about creating the perfect single, or perfect album allowed for him to create the best body of music he’s ever made. “
He was able to be his true, authentic self and didn’t have any additional voices trying to steer him in a certain direction. This is the most pure version of Justin we’ve ever seen musically. This is the first time in Justin’s career where he’s been able to have 100 percent creative freedom, which is why the music is so honest and vulnerable.”
www.rollingstone.com
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