Justin Bieber appears to be gearing up for the release of a new album, as hinted by an eye-catching marketing campaign across multiple cities including Reykjavik, New York City, Atlanta, and Los Angeles. The promotional material features the word “Swag” in gray against a black background, accompanied by a parental advisory label indicating explicit content.
On July 10, the 31-year-old musician took to Instagram to share a series of posts showcasing the campaign, revealing a potential 20-song tracklist for the upcoming album. The list includes titles such as “Dadz Love,” “Go Baby,” “Swag,” “Zuma House,” and “Forgiveness.” Additionally, he provided glimpses of a photoshoot involving his wife, Hailey Bieber, and their nearly 1-year-old son, Jack Blues Bieber, which may also serve as part of the album’s artwork.
In a further nod to the impending album, Bieber re-shared an Instagram story from artist Kid Laroi that playfully stated, “If you don’t listen to this album when it drops we can’t be friends,” positioned above the “Swag” cover art. Bieber’s caption was equally friendly, referring to Laroi as “broski.” He also amplified excitement by reposting a message from Cole Bennett, another figure in the music industry, who described it as “the best jbeeeeeski album yet.”
Bieber’s last album, “Justice,” dropped in October 2021, and his recent social media activity suggests both a personal and creative evolution. He has shared candid reflections about dealing with his emotions, indicating moments of self-doubt and struggles with anger. In previous posts, he has expressed a desire for healing and a recognition of his flaws, which adds depth to his upcoming musical endeavors.
As anticipation builds, fans are eager to see how Bieber’s personal growth will influence the sound and themes of “Swag.” This upcoming project could mark a significant moment in his career and resonate with listeners grappling with their own challenges.
Overall, Bieber’s return to music seems poised for a positive reception, with the potential for deeper storytelling and connection through his new songs.