He’s a dad, he’s a husband, and he’s dropping another album two months after Swag. Justin Bieber continues to reclaim the word that defined his young pop stardom with his completely new eighth studio album, Swag II. On September 4, billboards went up across the world, just like last time, teasing a pink sequel with photos of Bieber and son. Through his now-signature shitposts, Bieber confirmed a midnight drop and the bright cover art (Pantone 14-2808 TPG, for fans of Romy Mars’s “Ego,” streaming on all platforms). After hitting No. 2 on the “Billboard 200” with the moody and hilarious pop-R&B of Swag, he’s switching targets from the summer’s wife-guy chart-toppers and giving pop girls like Sabrina Carpenter, Doja Cat, and Taylor Swift even more competition this fall. It’s not too late to form a CardiBieber alliance.
The album, which dropped in the early hours of September 5, contains 23 tracks and features Bakar, Tems, and Hurricane Chris. The new songs are split, almost evenly, between indie-rock-hip-hop (“DON’T WANNA,” “WITCHYA”) and Bible study (“OPEN UP YOUR HEART,” “STORY OF GOD”), with the last few tracks reminding his audience that his swag, ultimately, comes from the big guy in the sky.
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Fresh out from under $31 million in debt to Scooter Braun, Bieber would like to offer some swag with your Swag II. His new brand, SKYLRK, is dropping a matching hoodie at the same time as the album. (“This ain’t no bundle scandal,” he prefaces.) And to add to the monetization celebration, Hailey Bieber’s Rhode Beauty is officially in stores at Sephora, according to Justin’s Instagram posts peppered in between Swag II promo. The Swags mark the end of Bieber’s four-year hiatus, during which time he ended his relationship with the exec who discovered him, announced he was diagnosed with Ramsay Hunt syndrome, and became the subject of internet conspiracy theories for his Instagram screen time. And he stood on business through all of that. He also welcomed a son with his Vogue cover-star wife in 2024. Both Swags pay tribute to his family, including in black-and-white music videos for “Yukon” and “First Place,” following them around in their day-to-day life. In this economy, pivoting to family vlogger wouldn’t be the worst business decision he’s ever made. Let’s just see how far this Swag thing takes him.
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