It looks like Justin Bieber isn’t turning his swag off just yet.
On Thursday (Sept. 4), the pop star announced that a sequel to his July Swag album is arriving at midnight Friday (Sept. 5), posting multiple photos to Instagram of new electronic billboards that have gone up in different cities. With pink backgrounds, the advertisements simply read, “Swag II.”
In his captions, Bieber wrote, “SWAG II midnight tonight” and “Midnight tonight.”
The news comes after Billboard previously reported that Bieber had more music in store for fans after Swag, which debuted at No. 2 on the Billboard 200 after the Grammy winner dropped it earlier this summer. While Swag was distinctly R&B-focused — peaking at No. 1 on the Top R&B Albums chart — Swag 2 will be more pop-inspired, sources indicated at the time.
And with the first Swag arriving a little over a month ahead of the 2026 Grammy eligibility window closing on Aug. 30, the runway is also clear for Swag 2 to score nods at the 2027 awards — meaning Bieber would avoid competing against himself in any categories next year.
Bieber’s sudden announcement marks the second time this year he’s announced an album with hardly any warning. Fans also only knew that the first Swag was coming just a few hours ahead of time, with the star planting black-and-white billboards displaying album visuals and the tracklist in New York City just before the LP’s release.
In the months since, Bieber has stayed busy by releasing music videos for tracks on Swag, including Billboard Hot 100 hits “Daisies” and “First Place.” The latter showed the hitmaker working on music at Floki Studios in Iceland, where he recorded Swag (and possibly Swag 2).
He’s also been sharing photos of himself in the studio in recent weeks, possibly hinting to fans that Swag wasn’t the last they’d be hearing from him any time soon. Beliebers are sure to welcome the high volume of new music he’s been creating, as they’d previously had to wait four years for a new album after 2021’s Justice.
See Bieber’s announcement below.
