Justin Bieber Announces New Album, ‘SWAG II’

Global pop superstar Justin Bieber is keeping his momentum alive with yet another surprise move.

Just seven weeks after releasing his genre-bending July album SWAG, the Canadian hitmaker has announced a brand-new project, SWAG II, which will be released at midnight on September 5, 2025.

The announcement comes on the heels of the runaway success of Daisies, the standout single from SWAG that quickly became the unofficial “song of the summer.” Its breezy pop-R&B sound dominated TikTok, playlists, and airwaves, marking a creative high point for Bieber.

A Bold Rollout

The reveal of SWAG II was as dramatic as it was stylish. Fans first noticed cryptic Instagram posts with short captions like “Swag II. Midnight” before billboards in bubblegum pink lit up across major cities, including London, New York, Sydney, Seoul, and Shanghai. The imagery mirrors the playful aesthetic of SWAG but hints at an even more vibrant, pop-driven era.

Sound Evolution

While SWAG blurred genres and leaned toward intimate R&B, early reports suggest SWAG II will dive deeper into pure pop territory—with bigger hooks, dance-ready rhythms, and stadium-filling choruses. Music insiders describe it as less of a continuation and more of a “fresh chapter” in Bieber’s evolving artistry.

Why It Matters

Creative Momentum: Critics hailed SWAG as Bieber’s boldest and most authentic project to date. With SWAG II arriving so soon, he’s signaling that his latest burst of creativity is no passing phase.

Cultural Moment: The album also coincides with the success of Hailey Bieber’s beauty brand Rhode, which is expanding into Sephora, positioning the couple as a powerhouse duo in both music and lifestyle.

Marketing Mystique: Instead of a lengthy promo cycle, Bieber leaned on cryptic teasers and global spectacle, creating an element of surprise that has become part of his signature.

At a Glance: SWAG II