“Bieber Fever” Explained
Where do I begin to explain this phenomenon? The early 2000s “Bieber Fever” is the 1960s “Beatlemania.”
Record executive Scooter Braun discovered a young JB in 2008 after viewing Bieber’s YouTube channel, “Kidrauhl”, where he posted vocal covers of songs such as “Cry Me a River” and “With You.” Long story short: Bieber’s life moved fast from that point onward. R&B legend Usher was tasked with mentoring Bieber, and the rest was history. In 2009, JB released his debut EP, My World, and in 2010, he went on his debut world tour.
It was as if girls aged seven to 17 suddenly developed a Bieber-sized tumor in the center of their prefrontal cortex, where their motor functions only existed solely to replay their Bieber CD over and over again. The “One Time” singer represented a new era of pop, wherein exceptionally young artists, who were not born into the industry, could potentially become the next breakout star. In the same way The Beatles, NSYNC, and Hanson won the hearts of many through capitalizing on their hopeful young fans who didn’t know if they wanted to be them or be with them, Bieber found a way to appeal to multiple audiences. The Never Say Never documentary, which showcases life on a young Bieber’s tours, illustrates just how insane the fans’ reception of the Bieber brand was—it was something that, in my opinion, hasn’t happened since.
Also, “Bieber Fever” snuck into the television space in hit TV shows like Glee. This episode offered positive commentary on the “Bieber Fever” epidemic, contrary to the bigoted hate train discourse aimed at teenage Bieber during this time.
To this day, “Bieber Fever” is referenced in pop culture and by countless social media users for good reason. The success of Bieber’s newest album, Swag, is largely due to not only his authenticity regarding his struggles, but also because he represents nostalgia (hence using an outdated slang word for his album title).
Crash Outs and Fans’ Loss of Faith
TMZ, CNN, and many other major media outlets made sure to document Bieber’s worst moments at a time in his life when any average Joe’s moral missteps wouldn’t be available for the world to scrutinize.
Listen, I get it—a public jury comes with super stardom as a package deal. But a 12-year-old Bieber, who too quickly had access to millions of dollars, unlimited “yes” men, and managers who cared more about a PR stunt than the person behind it, simply couldn’t fathom that these factors would work against him.
I’ll admit that there is a bias in the way Bieber’s devoted fans choose to infantilize him, even at his adult age. Especially when those same fans might not offer the same grace to other pop stars going through hard times. However, it would be without nuance and slightly one-dimensional to disregard the major psychological and emotional effects the “Bieber Fever” era had on JB’s psyche. Especially when older Bieber realized he would never get that same reception back again, regardless of how he changed or didn’t change his sound.
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I’m sure the million-dollar question on your mind is, “When do we stop making excuses for Bieber's entitled behavior and immature comments?” The answer: You don’t need to make any excuses. You simply acknowledge the reason behind Bieber’s worst moments and choose for yourself if you want to interact with him or his art. The album Swag is representative of a comeback of sorts, wherein his four-year musical hiatus suddenly has a reason: He was finding himself, his sound, and taking a much-needed break after over 15 years in the spotlight.
What Swag Represents for Him and His Fans
Bieber has most likely gained many new fans since Swag’s release, but it’s his devoted fans who make up a large portion of the new album’s listeners. There’s a reason for that, though.
Coming off of a hiatus is a big deal for any star, especially for JB. Though his 2021 album, Justice, received several Grammy nominations, it didn’t get the same kind of attention as My World 2.0, Believe, or Purpose. It simply didn’t feel like him, his sound, and the album (in my opinion) represented a Bieber persona rather than the artist himself. Though the Academy recognized this album as a music chart feat, the fan enthusiasm wasn’t there.
The success of Swag, though it’s in its early stages, has the flop of Justice to thank, on top of the nostalgia Bieber and Swag represent. Devoted fans who listen to Bieber daily streamed the album proudly and in anticipation. Old fans who “lost their way” as Bieber’s self and sound evolved (for better or for worse) suddenly found themselves excited about his music again. Bieber, as a person and as a brand, takes people away from 2025’s somewhat stale music landscape—and a more concerning socioeconomic state—and brings them back to a time when he was the one.
Nostalgia is how Bieber wins hearts, and he does exactly that in Swag. The title Swag even capitalizes on the term of the same name that he often used in his music during his heyday, further giving fans that nostalgic feel. In 2025, people want to see JB win more than they want to see him fail. Plus, Bieber’s surprise release is coming off the coattails of a crash-out that left fans worried for his well-being. The album is personal, grateful, but also knows itself. This is refreshing from Bieber, especially following an impersonal Justice.
Pitchfork’s positive review and homage to Bieber’s legacy signify that Bieber is still capable of critical acclaim. JB also invited Dijon, Mk.gee, and other notable artists and producers on the scene to feature on Swag, which helped diversify the R&B sound he’s so familiar with and take that sound one step further.
Shouldn’t keeping a loyal fanbase be a good thing? In the way that Nicki Minaj has kept her Barbz and Beyoncé has kept her Bey Hive, Bieber has held his Beliebers in his hands and continually thanked them for making his life what it is now. Swag showcases Bieber’s yearn to heal, to love, and to continue to be grateful for what he has, and the sound matches the positive themes graciously. In the words of the Biebs himself, “You know you love me, I know you care.”
To read the opposing view of Justin Bieber’s newest album, Swag, click here: ‘This Lack of Evolution Is Precisely What Makes Justin Bieber a Mediocre Pop Star’: I Have Never Listened to a Full Justin Bieber Album and I’m Certainly Not Going to Start Now
