Beliebers, take a deep breath.. Drum roll, please.. Justin Bieber is dropping a SECOND ‘Swag’ album!
After just 2 months, the Biebs is back at it again, and he’s not giving us a chance to recover.
The pop legend revealed the follow-up this morning (1am NZT), and it’s arriving 7pm TONIGHT.
Bieber announced the surprise in true JB fashion - with massive pink billboards popping up in major cities, including New York and LA.
He kept it pretty simple. All of the billboards flashed the words “Swag II”.
Giving us the slightest bit of extra context, Bieber took to Instagram early this morning with the no-frills caption: “SWAG II midnight tonight.”
Honestly, he’s the King of marketing atm, amiright?!
‘Swag’ already shook things up when it landed out of nowhere in July, and still managed to crash into the Billboard 200 at No. 2 while topping the R&B chart.
The album leaned heavily into smooth R&B vibes, but word on the (pink) street is that ‘Swag II’ is bringing Bieber back to his pop roots.
Translation: prepare for BANGERS.
But not everyone is sure about this album, with a few people commenting on their concern on how rushed this new album feels.
“First album flopped that bad, huh?” one user wrote on Instagram.
“Another boring solid background with text font, no effort into the title and artwork,” said another.
The timing, in my opinion..? Genius. With ‘Swag’ getting in right before the Grammy 2026 deadline, ‘Swag II’ is free to dominate the 2027 Grammys without Bieber competing against himself.
True Bieber fans who once waited FOUR years between ‘Justice’ and ‘Swag’, will say this double-release era feels like a dream.
Beliebers, are we ready?
