Justin Bieber Drops New Album ‘Swag II’ — And It’s His Most Personal Yet

Justin Bieber has officially released “Swag II”, a massive double album that landed in the early hours of Friday, Sept. 5 after a brief delay. The project was expected to arrive at midnight, but fans noticed it wasn’t available right away on streaming platforms. Bieber later posted on Instagram that there was a technical holdup and reassured them, “It’s comingggggg.”

The album drops less than two months after July’s “Swag”, making this the first time Bieber has released two studio albums in the same year, per Pitchfork.

“Swag II” has 44 tracks, with a runtime of over two hours. The record features a wide roster of collaborators, including Tems, Bakar, Lil B, Hurricane Chris, Eddie Benjamin, Gunna, Sexyy Red, Dijon, Marvin Winans, and comedian Druski.

The Swag Era Turns Personal

Justin Bieber kicked off his “Swag” era in July with his first album since 2021’s “Justice”, which debuted at No. 2 on the Billboard 200 and gave him the strongest streaming week of his career, according to The Hollywood Reporter. Less than two months later, “Swag II” builds on that momentum, sticking with the same indie rock and ’80s R&B-inspired sound while bringing back much of the same production team with Mike Will Made It also joining the lineup, per Los Angeles Times.

This time, though, Bieber takes a more personal route. Across the 44-track project, he sings about his marriage to Hailey Bieber and their son Jack, while also touching on conflict, reconciliation, and faith. Tracks like “Better Man” and “I Do” echo his vows, while “Mother in You” reflects on the birth of his son. The album closes with “Story of God,” an eight-minute retelling of the Garden of Eden backed by gospel sounds.

Fans React Online

As soon as the album dropped, fan reactions started pouring in — and Bieber amplified them by reposting TikTok clips on his Instagram Stories. One user wrote, “Me listening to Justin’s new album at 4 a.m. and trying to hold in my tears.” Another admitted, “I did not expect this album to take me out like this.”

Others pointed to specific songs. “You can’t tell me Petting Zoo doesn’t give Journals vibes,” one fan posted, while another praised a standout moment: “Oh Justin you knew what you were doing with this songgggg 👏😍.”

The clips show just how emotional and nostalgic fans are about the new record, with many already calling it one of his strongest projects in years.

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