Justin Bieber has always done things his own way, and his latest moves prove it once again. We saw it with the surprise release of SWAG, his seventh studio album, which arrived without warning. Billboards featuring the cover suddenly appeared, and the album dropped out of nowhere—a collection of tracks leaning heavily into R&B.
This Thursday, Bieber pulled a similar stunt with the announcement of SWAG II. Billboard had already hinted that the Canadian superstar had more music ready, but few expected him to release his eighth studio album just seven weeks after the previous one.
The rollout, however, left fans frustrated. If SWAG arrived in stark black and white, SWAG II came in pink, suggesting a possible shift toward pop. Despite a promised midnight release, the album didn’t immediately appear on streaming platforms, prompting disappointment among fans who eagerly waited and took to social media to express their frustration.
So why was SWAG II delayed? That’s a question on the minds of millions of Bieber fans following yet another unpredictable move by the singer. Over the past months, Bieber has faced several personal and professional challenges—including the restructuring of his management team, previously led by the controversial Scooter Braun, and the sale of his music catalog, which fueled bankruptcy rumors.
The exact cause of the delay remains unclear, though Bieber himself poked fun at the situation on Instagram while fans demanded answers. “It’s not clocking on Apple Music and Spotify… refresh loading!,” he joked, keeping the mood light despite the confusion. Finally, the highly anticipated album became available for streaming just a few hours past midnight.
SWAG II is finally here, featuring over 20 tracks. The album presents a freer, more versatile Bieber, blending multiple genres while maintaining cohesion. There are intimate, vulnerable moments tapping into heartfelt R&B, upbeat and bright pop tracks, and playful hip hop bangers, all stitched together with warmth and authenticity.
Thematically, SWAG II continues the personal reflections that defined the first installment, exploring Bieber’s experiences with mental health, faith, and family. One major difference: while SWAG met the Grammy eligibility deadlines, SWAG II misses the window, meaning it won’t be considered for this year’s awards.
Justin Bieber and Hailey Bieber seen leaving iPic Theater in Financial District on February 05, 2025 in New York City. Aeon/GC Images
For months, speculation swirled about Bieber’s financial situation after he had to cancel his last tour due to facial paralysis, which incurred significant costs. However, recent developments show that money is not the driving force behind his return to the studio: Bieber sold his music catalog for a substantial sum, and his wife Hailey recently sold her beauty brand, Rhode, in a multi-million-dollar deal. Instead, SWAG II feels like a project fueled by creative freedom and a desire to continue evolving as an artist.
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