Justin Bieber has delayed the release of his surprise album Swag II, which was originally promised to fans for a midnight launch on September 5, 2025. The pop star announced the sequel to his July album Swag with social media posts and billboards in major cities, but the music did not appear as expected. Bieber hinted at last-minute changes, stating he was still making edits to the album just hours before the planned release. This delay has left fans worldwide waiting for updates on when they can hear the new music.
Swag II Announcement and Initial Excitement
Justin Bieber revealed Swag II on his Instagram account on September 4, 2025, with posts showing bright pink billboards in cities like Los Angeles, New York, and Paris. The ads simply read “SWAG II,” and Bieber captioned them with promises of a midnight release. He also shared a photo of himself with his wife Hailey Bieber and their one-year-old son Jack, adding a personal touch to the announcement. This follow-up to his July album Swag was set to be his eighth studio album and his second surprise release of 2025.
The announcement sparked excitement among fans, especially since the first Swag album was both a critical and commercial success. Released on July 11, 2025, with only hours of notice, Swag debuted at number two on the Billboard 200 chart with 163,000 units in its first week. It also achieved nearly 199 million on-demand streams, marking the biggest streaming week of Bieber’s career. Hits like “Daisies” and “All I Have” topped global charts, and the album dominated Spotify and Apple Music rankings for weeks.
Reasons for the Delay
In the hours leading up to the planned release, Bieber posted on his Instagram Story that he was “still making edits” to the album. He added, “Turning on album tho afternoon,” which fans interpreted as a typo meaning “turning in,” suggesting he was finalizing the album for distribution that afternoon. Surprise releases like this require record labels to quickly process legal reviews, distribution, and partnerships with digital platforms such as Spotify and YouTube. If Bieber submitted the album on the afternoon of September 4, it could take up to 24 hours for the music to become available globally.
Bieber’s new album is released under ILH Production Co., his own record company, which is under exclusive license with Def Jam Recordings. This label has worked with Bieber since his debut EP in 2009. The delay highlights the challenges of surprise album releases, especially when last-minute changes are involved. As of now, no new release date has been announced, but fans are expecting the album to drop within a day of the original deadline.
What to Expect from Swag II
While details about Swag II are scarce, it is rumored to be more pop-focused compared to the R&B style of the first Swag album. The original Swag featured collaborations with artists like Gunna, Sexyy Red, Cash Cobain, and Lil B, and it included 21 tracks. Bieber’s social media activity suggests that some of these collaborators might return for the sequel. He reposted supportive messages from Lil B and Gunna, who were featured on the first album, hinting at their involvement.
Bieber also shared a photo from the studio showing longtime collaborators like Eddie Benjamin, who co-wrote or co-produced 13 tracks on Swag, and producer Carter Lang, who has worked with artists like Post Malone and SZA. Other industry names linked to the project include songwriter Jackson Lee Morgan and producer Daniel Chetrit. This suggests that Swag II will continue the creative direction of its predecessor.
In addition to the music, Bieber launched new merchandise for Swag II through his fashion brand Skylrk. The collection includes pink tank tops, beanies, hoodies, and jackets inspired by the album’s vibrant cover art. Bieber promoted these items on social media, emphasizing that they are not part of a “bundle scandal” but a standalone celebration of the new album.
Fan Reactions and Next Steps
Fans expressed disappointment and confusion when Swag II did not release at midnight as promised. Social media platforms were flooded with questions and comments from believers wondering when the album would arrive. Despite the delay, excitement remains high, as Bieber’s return to music after a four-year break has been warmly received. His last album before Swag was 2021’s Justice, and since then, he has taken time off for personal reasons, including health issues and the birth of his son.
Bieber’s caption on a recent studio photo said, “Thats it, for SWAG II on to the next,” leading to speculation about a potential Swag III in the future. While there is no confirmation of another album, Bieber’s pattern of surprise releases suggests that he may continue to drop music with little warning. For now, fans are eagerly awaiting Swag II and hoping for a release in the coming hours.
