Justin Bieber has entered a new chapter of independence — defining his career through ownership, intentional decision-making and a more direct creative and business structure. Widely regarded as one of his generation’s most influential artists and cultural figures, he has approached this shift with a renewed sense of authorship, architecting a model that places creativity and long-term vision fully in his hands.

This approach comes into focus through the establishment of The Bieber Family Office, which Justin now uses to take greater control of his creative and business decisions. In 2025, he released his seventh studio album, SWAG — a project he fully owns — which became a global success and debuted at No. 1 on the Billboard Canadian Albums chart. He continued shaping this new chapter with a multi-million-dollar Coachella 2026 headlining deal secured outside traditional agency channels.

Within this framework, COO Will Bracey works closely with Justin to help guide the systems and strategy behind this era of independence. His focus is on building the operational base that supports Justin’s ideas, aligning the Family Office with the values that define it — innovation, excellence, longevity, generosity and a commitment to people. Will’s role sits firmly in partnership with Justin’s leadership, helping turn vision into day-to-day momentum.