Justin Bieber is officially back in album mode and this time, he’s bringing the swag. On Thursday, fans around the world spotted mysterious billboards featuring the pop superstar and the single word: “Swag.”
The billboards, seen in locations as far apart as Reykjavik, Iceland, and Los Angeles, quickly went viral, setting off a storm of speculation among Beliebers. Shortly after, Bieber confirmed the buzz himself, sharing images of the ads on his Instagram Story some of which even appeared to include a cryptic tracklist.
Among the rumored song titles: “All I Can Take,” “Walking Away,” “Dadz Love,” and “Forgiveness.” No official announcement or release date was posted, but industry insiders say the wait may not be long. According to The Hollywood Reporter, the album is expected to drop on streaming platforms as early as Friday.
“Swag” would mark Bieber’s seventh studio album and his first major release since 2021’s Justice. Since then, Bieber has kept a relatively low musical profile. In 2023, he made headlines after selling the rights to his music catalog including mega-hits like “Baby” and “Sorry” to U.K.-based Hipgnosis for a reported $200 million.
Now 31, the Canadian pop icon, who first burst onto the scene as a YouTube teen sensation discovered by Usher and Scooter Braun, is entering a new chapter personally and professionally. Just last year, he and his wife, Hailey Bieber, welcomed their first child, a baby boy named Jack Blues Bieber, in August 2024.
If the rumors are true, Swag could be the next evolution of Bieber’s sound and the most personal project yet. Fans are counting down the hours.
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