Justin Bieber has quietly released a new album titled Swag, marking his first full-length project in three years.
The pop star, 31, surprised fans by dropping the 21-track album at midnight without any prior announcement from his team. A billboard in New York’s Times Square broke the news on Thursday, displaying the cover art: a black-and-white photo of Bieber with his back to the camera, while wife Hailey Bieber holds their 10-month-old son, Jack, in the background.
In true stealth mode, the word SWAG also popped up on billboards in Los Angeles and Reykjavík, Iceland, the latter of which Bieber visited earlier this year while reportedly working on the album.
The tracklist features songs titled All I Can Take, Daisies and Go Baby, and includes appearances from a wide mix of collaborators, including Gunna, Sexyy Red, Lil B, Druski, Eddie Benjamin and gospel legend Marvin Winans.
Swag is now streaming on all major platforms and marks Bieber’s first album since 2021’s Justice, which spawned global hits including Peaches and Ghost.
The release follows a relatively quiet period for Bieber. He pulled back from touring and public appearances in 2022 after being diagnosed with Ramsay Hunt syndrome, a rare neurological disorder that caused temporary paralysis on one side of his face.
While Bieber has teased studio sessions on Instagram throughout the past year, there was no clear indication a full album was on the way until the billboard campaign hit. Fans are now poring over lyrics and production credits to unpack the album’s themes, which appear to reflect fatherhood, faith, and healing.
