Summary:
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Justin Bieber surprises fans with Swag II release at midnight tonight, following the success of Swag.
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Critics praise Bieber’s stylistic pivot in Swag, highlighting collaborations and his producer role.
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Bieber’s new strategy of spontaneity keeps fans guessing as they await Swag II’s release at midnight.
Justin Bieber is keeping fans on their toes. In a surprise social media post on Thursday, the pop star revealed that his latest project, Swag II, will be available tonight at midnight Eastern Time.
swag II midnight tonight. pic.twitter.com/z9z8oI31pk
— Justin Bieber (@justinbieber) September 4, 2025
The announcement mirrors the rollout of Swag, Bieber’s first studio album since 2021’s Justice. That record arrived in July with minimal promotion, other than a series of cryptic billboards in cities like Los Angeles and Reykjavik. Despite its surprise release, Swag drew attention for its sharp stylistic pivot: blending loose indie-rock textures with late ’80s R&B and early ’90s pop, a sound that reflected Bieber’s recent personal and artistic evolution .
Critics described Swag as some of Bieber’s most impassioned work in years, highlighting collaborations with Gunna, Sexyy Red, Druski, Dijon, Lil B, and others. The album also saw Bieber stepping into the producer role alongside Carter Lang, Dylan Wiggins, Daniel Caesar, Mk.gee, and Knox Fortune. Since its release, he’s dropped videos for tracks like “Yukon” and “First Place” .
Rumors of a sequel swirled soon after Swag hit streaming services, with fans speculating that Bieber had recorded a second set of tracks during the same sessions. While details remain scarce, the Swag II cover art—a minimal pink square—suggests continuity with its predecessor.
The Biebers stun in new ‘SWAG II’ promo image. pic.twitter.com/OKaRqdpKCj
— Pop Crave (@PopCrave) September 4, 2025
With Bieber’s penchant for surprise drops and rapid turnarounds, tonight’s release underscores his new strategy of spontaneity. Instead of the months-long album cycles that once defined his career, Bieber appears focused on keeping momentum alive and fans guessing.
Fans will find out at midnight whether Swag II continues the experimental thread of its predecessor or charts a new direction altogether.
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