Justin Bieber Set to Drop Surprise Album This Week

Four years after the release of Justice, Justin Bieber will reportedly drop his seventh studio album. But, forget the rollout, the new project, potentially titled Swag, lands this Friday.

According to The Hollywood Reporter, Bieber traveled to Iceland earlier this year to put the finishing touches on the album, even hosting “jam sessions” with musical collaborators. While the project had been kept tightly under wraps for most of the year, promotional billboards began popping up around Iceland as early as last week.

Appearing alongside a photo of the pop star holding his son is the word “SWAG,” a nod to the era when Bieber didn’t just sing it, he defined it. 

Ramping up the anticipation, digital billboards lit up Times Square less than an hour ago, revealing what appears to be the album’s 20-song tracklist, including “All I Can Take,” “Daisies,” “Devotion,” “Dads Love,” and the title track “Swag.”

Sources also reveal there are features from Gunna, Sexyy Red, and Cash Cobain.

Fans are already buzzing with excitement over the surprise release, flooding social media with anticipation and classic Bieber-era energy. Comments like “I just know the song ‘SWAG’ is gonna be insane” and “Let’s get it” are filling up timelines, capturing the kind of frenzy only a Justin Bieber drop can stir, no matter how long he’s been out of the game.

It’s been years since his last album, and with the combination of fatherhood, a new creative direction, and a touch of nostalgia baked into this rollout, the hype feels earned and personal. Many fans who grew up during the Believe and Purpose eras are now in their 20s and 30s, and this project already feels like a full-circle moment. 

From cryptic billboards in Iceland to a digital takeover in Times Square, every breadcrumb is being dissected, shared, and re-posted. If the internet is any indication, Beliebers are more than ready; this era may be his most meaningful yet.

Def Jam has yet to comment; however, Justin Bieber’s seventh studio album, Swag, is slated for release on July 11.