Justin Bieber has set fans abuzz with a surprise billboard campaign teasing his much-anticipated new album, reportedly titled SWAG. This will be his first release since 2021’s Justice.
The pop sensation, who has kept a relatively low profile in recent years, is making a striking return with intriguing visuals and social media hints, stirring up excitement among fans and music critics alike.
The Billboard Reveal: A Global Tease
On July 10, 2025, mysterious billboards showcasing a black-and-white image of Bieber holding his 10-month-old son, Jack Blues, along with the word “SWAG,” popped up in Los Angeles, Reykjavik (Iceland), and New York’s Times Square. These eye-catching visuals, featuring a Parental Advisory label, quickly went viral, prompting fans to analyze every element for potential hints.
Bieber added to the excitement by posting the billboard on his Instagram Story, further hinting at the album’s imminent release. One fan tweeted, “He is back oh my god!” while another excitedly declared, “BIZZLE IS BACK!”
Album Details: Tracklist & Collaborations
According to The Hollywood Reporter, Bieber’s seventh studio album is slated to be released on July 11, 2025, through Def Jam Records. This 20-track project will reportedly feature collaborations with Gunna, Sexyy Red, and Cash Cobain, along with contributions from producers like Dylan Wiggins, known for his work with The Weeknd and Kali Uchis.
A billboard in Times Square later unveiled the complete tracklist, showcasing songs like:
- “All I Can Take”
- “Daisies”
- “Butterflies”
- “Swag” (the title track)
- “Forgiveness”
Behind the Scenes: Recording & Personal Growth
Bieber has been quietly crafting the album since early 2025, organizing jam sessions at his home in Los Angeles with collaborators like DJ Tay James and Carter Lang, who has worked with SZA. Artist Mk.gee, who collaborated with Bieber, noted his creative journey:
“He’s searching. Anything that comes out of his mouth: That’s pop music. You can really experiment with that, just because it represents something.”
This album signifies a new chapter for Bieber, who has experienced considerable personal growth—welcoming his first child with wife Hailey Bieber and parting ways with longtime manager Scooter Braun in 2023.
Billboard of Justin Bieber with the word “SWAG” has been spotted in Reykjavik, Iceland. pic.twitter.com/yDd3sb6MIs
— Pop Crave (@PopCrave) July 10, 2025
Fan Reactions & What’s Next
Beliebers erupted with excitement, flooding social media with theories and celebrations. One fan expressed,
“Four years of waiting… FINALLY!”
while another humorously remarked, “Justin really said ‘SWAG’ is the new ‘Yummy.’”
With the album’s release just around the corner, fans can look forward to a mix of Bieber’s signature pop-R&B sound enhanced with innovative experimental elements—a true reflection of his artistic evolution.
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