Justin Bieber Confirms Surprise Release of Swag II

Justin Bieber is up to it again, and he’s still running. After catching fans off-guard with the surprise release his seventh studio album, “Swag”, in July, the pop sensation will follow it up. This Thursday morning, he announced “Swag II” will come out at midnight on Friday, keeping the essence of surprise alive for fans.

The news was announced on Instagram, in its classic fashion. Bieber posted the art for his new album, which was a soft pink background with “Swag II” centered in white type. The simple, yet direct visual to the all-black art for the first “Swag” is in line with the theme of minimalism. He also posted a family portrait or photo featuring his wife, model Hailey Bieber, and their baby son, Jack Blues Bieber.

What We Know about “Swag II”

While we won’t know much about “Swag II” until we hear it, it seems to follow the same theme and patterns as the initial project, released without so much as a heads-up. “Swag” had 21 tracks exploring romantic devotion, a sense of self where male self-care is evident, and the trials and tribulations of fatherhood. The two singles that stood out were “Daisies” and “Go Baby” for production value, homosexuality, and heart. Similarly, “Devotion” featuring R&B artist Dijon, was heralded for its realness and mood.

There’s no denying that “Swag II” will follow the same type of definition from alternative R&B and lo-fi pop, to whatever. Regardless, fans had a lot to say about “Swag” and were buzzing about it up until the project was released, so expectations from an industry standpoint are high after the ‘surprise’ project.

Bieber’s Evolution and Industry Moves

Before releasing these two surprise albums, Bieber’s last project was “Justice”, released in 2021. Between those last project and now, Bieber made news in music for a different reason. He made a big-time deal to sell the rights to his music catalogue to Hipgnosis, a UK-based music investment firm. The sale included all six of his other albums and hits such as “Love Yourself”, “Baby”, and “Sorry.” The financial figures concerned with the sale were not made public, but the sale marked a tipping point in pointing from pop-prince to legacy artist, and family man.

Whether “Swag II” will be another personal statement, or again, a stylistic departure, fans will find out soon enough. Midnight is coming fast.