Just when we were still processing his surprise album “Swag”, Justin Bieber has done it again by announcing “Swag II”.
The follow-up was meant to drop at midnight on September 5, but the release did not come as promised.
The “Beliebers”, as his fans are known, took to Spotify at the stroke of midnight, refreshing to see if the album had been uploaded, which led to the streaming platform briefly crashing. Bieber’s Spotify page went down as listeners waited for the project.
Bieber revealed the album earlier this week on Instagram with simple pink artwork that reads “Swag II”, a vivid contrast to the black cover of the first album.
He also shared a family photo with Hailey Bieber and their son, Jack Blues Bieber, tying the moment to his personal life.
The “Go Baby” singer posted a meme of two houses side by side, one painted black and the other pink, symbolising “Swag” and “Swag II”.
The post hinted that the new album might lean into lighter, pop-driven territory compared to the more introspective and soulful feel offered from the first album.
This quick turnaround was meant to follow the same strategy Bieber used with “Swag”, which was released in July after a four-year break from music, but it seems that the plan has flopped.
That album was received positively, debuting at No 2 on the Billboard 200. Now, “Swag II” was meant to land at midnight; however, fans are still waiting in vain.
While Bieber has not given away much about the new project, “Swag II” is expected to offer more upbeat vibes from the prince of pop music.
“Swag” blended indie rock, R&B and early 90s pop influences, the 31-year-old artist even gave us a little bit of what reminded the ear of pop icon Michael Jackson, showing a shift in his sound as he balanced fatherhood, marriage and faith.
The follow-up is said to lean more heavily into pop, with many of the same collaborators likely to return, including Gunna, Sexyy Red, Dijon, Lil B and Cash Cobain.
Bieber’s recent release marked a new phase in his career. Beyond the music, he has been more open about his personal life and using his music to respond to critics while tying his family into the visuals and themes of his work.
Now fans await the promised album, which is still not available on music streaming services despite his announcement.
