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Key Points

Justin Bieber just surprised everyone with news of his upcoming album Swag II. He's dropping it at midnight ET tonight following the same surprise release strategy as his previous album. The announcement came through an Instagram post that got fans instantly excited. This continues the musical evolution he started with Swag back in July.

Key Points: Justin Bieber Announces Surprise Album Swag II Release Tonight

  • Follow-up to July's surprise album Swag
  • Same quick-drop release model as predecessor
  • Announced via Instagram post Thursday
  • Represents dramatic musical direction change
1 min read

Justin Bieber shares details about his album 'Swag II'

Justin Bieber surprises fans with Swag II album announcement via Instagram, following the same quick-drop model as his July release. Out midnight ET tonight.

"Bieber is expected to release the album 'midnight tonight' - Variety"

Los Angeles, September 4

Singer Justin Bieber on Thursday suprised his fans by announcing his album 'Swag II'.

As per Variety, the album is the follow-up to "Swag," his surprise-released first album in four years, in July.

The new album follows the same surprise announcement and quick-drop model as its predecessor, via an Instagram post (although the first one was preceded by billboards in Iceland, Atlanta and Los Angeles depicting an image of Bieber accompanied by the title).

https://www.instagram.com/p/DOL0rhTjI9n/?hl=en

Bieber is expected to release the album "midnight tonight" (presumably 12 a.m. ET/ 9 p.m. PT).

Bieber handled production on "Swag" alongside Carter Lang, Dylan Wiggins, Daniel Caesar, mk.gee, Daniel Chetrit, Knox Fortune and more.

Musically, "Swag" represented a dramatic change of direction for the singer that reflects the challenges he's faced in recent years, which saw his behavior sometimes erratic as he rejected many of the trappings of stardom and embrace life with his wife Hailey and their young son, as well as his faith, as per Variety.

- ANI

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Reader Comments

R
Rohit P
Another surprise drop? These Western artists really know how to build hype. Wish Indian artists would try this strategy sometimes instead of the typical promotional cycles.
A
Ananya R
Honestly, I'm happy he's focusing on his family and faith. The music industry can be toxic. Good to see him prioritizing mental health and personal growth. 🙏
V
Vikram M
The billboard marketing in Iceland was genius! Indian music labels should learn from such innovative international promotion strategies. Our industry is still stuck in traditional methods.
S
Sarah B
While I appreciate his artistic growth, I hope the album has some catchy tunes. Sometimes artists get too experimental and forget what made fans love them in the first place.
K
Karthik V
Midnight release means 9:30 AM IST tomorrow. Setting my alarm! Hope it's worth the wait. His last album showed real depth and maturity in his songwriting.

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