Justin Bieber Announces ‘Swag II’ Album Arriving Sooner Than You Think

Justin Bieber shows no signs of dialing back his flair.

On Thursday, September 4, the Canadian superstar surprised followers by revealing that the follow-up to his July release Swag will arrive at midnight on Friday, September 5. He shared snapshots on Instagram of vibrant electronic billboards in multiple cities simply announcing “Swag II.”

In his captions, Bieber proclaimed, “SWAG II midnight tonight.”

This announcement comes after Billboard reported that, following the R&B-driven success of Swag—which debuted at No. 2 on the Billboard 200 and topped the Top R&B Albums chart—Bieber was already crafting more music. Insiders indicate that Swag II will embrace a stronger pop orientation.

With the Grammy eligibility window for 2026 closing on August 30, this timely drop positions Swag II for consideration at the 2027 awards, avoiding competition with its predecessor in the same categories.

Remarkably, this is Bieber’s second lightning-fast album reveal in 2025. The first Swag was unveiled just hours before release via minimalist black-and-white billboards in New York City displaying the album art and tracklist.

Since then, Bieber has released videos for Hot 100 hits like “Daisies” and “First Place,” the latter filmed at Iceland’s Floki Studios, where he recorded both Swag and reportedly worked on Swag II.

He’s also teased behind-the-scenes studio photos on Instagram, hinting at even more music in the pipeline. Fans who waited four years after 2021’s Justice will welcome this creative surge.

Check out Bieber’s announcement below:

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