Pop superstar Justin Bieber has sent fans into a frenzy after unveiling cryptic billboards in New York, Los Angeles, and Reykjavik, hinting at his long-awaited seventh studio album—possibly titled “Swag.”
The Big Tease
On Thursday (July 10), the 31-year-old singer shared a black-and-white billboard on Instagram, featuring himself in the foreground while his wife Hailey Bieber holds their 10-month-old son, Jack Blues, in the background. The striking ad also lists 20 song titles, including:
- “All I Can Take”
- “Go Baby”
- “Dadz Love”
- “Swag” (which may double as the album title)
The billboards appeared just as reports surfaced that Bieber could drop the album as early as Friday (July 11)—though no official announcement has been made.
His First Album in 3 Years
If confirmed, “Swag” would mark Bieber’s first full-length project since 2021’s Justice, which debuted at No. 1 on the Billboard 200 and spent two weeks atop the chart. It would also be his first album since becoming a father in August 2024.
Months of Mysterious Clues
Bieber has been quietly working on new music for months, posting studio snapshots and cryptic Instagram messages about:
- Haters & paparazzi
- Spiritual growth & God’s forgiveness
- Fatherhood & personal evolution
Fans speculate that the album will reflect his new chapter as a dad while blending his signature pop-R&B sound with fresh influences.
What’s Next?
With the billboards up and rumors swirling, the Bieber faithful are on high alert for an official release date. If the album drops this week, it could dominate summer playlists—and possibly score him another No. 1 debut.