New York: Canadian pop star Justin Bieber is set to release his seventh studio album, Swag, on Friday, July 11, according to multiple industry sources with direct knowledge of the matter. The long-awaited record marks his first full-length album since 2021’s Justice and is expected to feature collaborations with artists including Gunna, Sexyy Red, and Cash Cobain.
Billboards advertising the album appeared Thursday in major cities including New York, Los Angeles, and Reykjavik, with some listing 20 track titles such as “405,” “Therapy Session,” and “Forgiveness.” A large billboard in Times Square featured the word “Swag” and an image of Bieber, leading fans to speculate that the project’s title was being teased ahead of a formal announcement.
While neither Def Jam Recordings nor Bieber’s representatives have confirmed details, the promotional campaign appears to signal a surprise drop at midnight Friday.
View this post on Instagram
Album follows hiatus, health recovery
Swag is Bieber’s first album since his 2021 release Justice and a subsequent EP, Freedom. He largely stepped back from the music industry following a 2022 diagnosis of Ramsay Hunt syndrome, which caused facial paralysis and led to the cancellation of his world tour.
View this post on Instagram
According to earlier reports by The Hollywood Reporter, Bieber traveled to Iceland in April 2025 to finalize the album and host informal recording sessions with collaborators. In recent months, Bieber also shared Instagram posts from studio sessions and mixing boards, hinting at the completion of new music.
Featured artists, personal changes
In addition to Gunna, Sexyy Red, and Cash Cobain, the new album is believed to include contributions from producer Dylan Wiggins, SZA collaborator Carter Lang, and Australian artist Eddie Benjamin, among others.
Bieber, 30, has undergone several life changes since his last album. He and wife Hailey Bieber welcomed their first child in 2024. He also ended his professional relationship with longtime manager Scooter Braun in 2023. Braun confirmed earlier this month that he is stepping down as CEO of Hybe America.
The two reportedly settled a financial dispute stemming from the canceled Justice tour, for which Bieber had received a $40 million advance from concert promoter AEG. Braun’s company reportedly covered over $20 million on Bieber’s behalf through a loan.
Visual campaign and fashion tie-in
As part of the promotional rollout, Bieber shared high-resolution images of the billboards via his Instagram Stories, including one where he is photographed with Hailey and their child. Hailey also shared related content, fueling further speculation online.
View this post on Instagram
In a separate announcement, Bieber also debuted his new fashion label, SKYLRK, on Thursday—indicating a broader return to public and commercial life.
Background: A turbulent few years
Bieber has attracted media attention in recent months for a series of emotional and sometimes cryptic Instagram posts referencing mental health, trauma, and personal struggles. In June, he wrote: “People keep telling me to heal. Don’t you think if I could have fixed myself I would have already?”
The pop star also made headlines for a surprise appearance with SZA in May and his attendance at Coachella, where he faced backlash after being filmed smoking next to his younger brother. Bieber has since addressed some of the scrutiny, stating that social media often distorts his actions and intentions.
Despite public speculation, Bieber’s recent moves—including a new album, a fashion launch, and active family life—suggest he is entering a new phase of his career.
