After a years-long musical break, Justin Bieber is back to stirring the pop pot, and this time, it’s with billboards, bold fonts, and a whole lot of “Swag.”
The Canadian superstar ignited fan frenzy on Thursday with a string of Instagram posts teasing a brand-new album. Titled Swag, yes, really, Bieber’s seventh studio album is reportedly dropping this Friday, marking his first full-length release since 2021’s Justice.
Billboard Takeover and Tracklist Teasers
The rollout for Swag is anything but subtle. The first billboard appeared in Reykjavik, Iceland (because apparently that’s the new Beverly Hills?), followed by splashy displays in New York’s Times Square and across Los Angeles. Each digital display teased cryptic black-and-white photos and what appeared to be song titles, prompting fans to speculate: Is this a full album drop, or is Bieber just soft-launching his Tumblr era?
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Soon after the billboards surfaced, Bieber confirmed the hype by sharing a video from Times Square featuring the rumored tracklist. Among the 20 song titles: “Go Baby,” “Devotion,” “Therapy Session,” and the ultra-meta “Swag.”
Big-Name Collaborations on the Horizon?
According to The Hollywood Reporter, Swag may feature verses from Gunna, Sexyy Red, and Cash Cobain. Sources say Bieber has been quietly hosting jam sessions at his L.A. home, bringing in collaborators like Carter Lang, Eddie Benjamin, and DJ Tay James.
Fans got a rare behind-the-scenes peek into the process when Bieber recently posted a studio photo alongside his 10-month-old son, Jack Blues Bieber. While no official album announcement has come from Bieber himself, the clues, and the tracklist, are stacking up fast.
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A Comeback Years in the Making
Bieber’s return to the music scene comes after a relatively quiet period. In 2023, he sold the rights to his music catalog to Hipgnosis Songs Capital for a reported $200 million. Later that year, he split from longtime manager Scooter Braun amid financial disputes related to the canceled Justice World Tour.
Hints of a comeback have been bubbling for a while. Singer-songwriter Mk.gee mentioned last year that Bieber had been back in the studio, crafting what would be his first album in four years.
What’s on Swag?
Here’s the full rumored tracklist:
- All I Can Take
- Daisies
- Yukon
- Go Baby
- Things You Do
- Butterflies
- Way It Is
- First Place
- Soulful
- Walking Away
- Glory Voice Memo
- Devotion
- Dadz Love
- Therapy Session
- Sweet Spot
- 405
- Swag
- Zuma House
- Too Long
- Forgiveness
Whether Swag turns out to be a sonic reinvention or a nod to early 2010s Bieber, one thing’s clear: the Biebs is back—and he’s bringing the drama, the features, and maybe even the daisy chains.
