Who: Justin Bieber. When: announced and released Sept. 4, 2025. Where: announced via electronic billboards and social posts; album released to streaming platforms. What/Result: Swag II — a surprise follow-up to July’s Swag — arrived as Disc 1 with 23 new tracks led by “Speed Demon,” “Better Man” and “Love Song.”
Key Takeaways
- Swag II was announced on Sept. 4, 2025 via electronic billboards and Instagram posts and released with minimal notice.
- Disc 1 contains 23 new songs; lead tracks include “Speed Demon,” “Better Man” and “Love Song.”
- The sequel adopts a baby-pink visual palette, contrasting the black-and-white photography used for the first Swag.
- The original Swag, released in July 2025, reached No. 2 on the Billboard 200.
- Swag leaned toward R&B influences; Swag II is reported to tilt more toward pop.
- Bieber returned to album releases earlier this year after a four-year album gap since 2021’s Justice.
- Swag II brings Bieber’s studio album total to eight; he has achieved seven No. 1 albums and eight Hot 100 No. 1 singles to date.
Verified Facts
Justin Bieber announced Swag II on Thursday, Sept. 4, 2025, using electronic billboards in several cities and coordinated Instagram posts. The visuals for the new release used a baby-pink color scheme, a deliberate shift from the monochrome, family-photography aesthetic of July’s Swag.
The newly released Disc 1 features 23 tracks. Billboard identified three of the opening songs as “Speed Demon,” “Better Man” and “Love Song.” The release followed the surprise-drop pattern Bieber used for Swag earlier this summer, with little advance promotion beyond the digital ads.
Swag — released in July 2025 — reached No. 2 on the Billboard 200. According to chart history, Bieber has released eight studio albums overall; seven have reached No. 1 on the U.S. albums chart, and he has topped the Billboard Hot 100 eight times across his career.
| Item | Detail |
|---|---|
| Release announcement | Electronic billboards & Instagram (Sept. 4, 2025) |
| Disc 1 tracks | 23 |
| Noted lead tracks | “Speed Demon,” “Better Man,” “Love Song” |
| Previous album | Swag (July 2025); Justice (2021) |
Context & Impact
Swag II arrives just weeks after the first Swag, a brisk release cadence that keeps Bieber in the public conversation and streaming rotation. The twin releases mark an unusually rapid output for a major pop artist at this stage of his career.
Musically, industry reporting framed Swag as R&B-leaning and indicated that Swag II will emphasize pop production. If the sequel pushes more pop-forward singles to radio and playlists, it could broaden mainstream appeal and streaming performance relative to its predecessor.
Commercially, early streaming numbers and chart placement will determine whether Swag II matches or surpasses Swag’s July debut. Given Bieber’s track record—multiple No. 1 albums and Hot 100 chart-toppers—expect strong initial engagement from fans.
For fans and industry watchers, the surprise release strategy also raises questions about long-term planning: whether the two Swag releases are parts of a single creative era or separate projects with distinct promotional plans.
Official Statements
Bieber announced the sequel via large-format electronic advertisements and accompanying social posts, signaling the release with little prior public notice.
Justin Bieber / Instagram & billboard campaign
Unconfirmed
- Long-term promotional plans (touring or deluxe editions tied specifically to Swag II) have not been officially detailed as of publication.
- Exact first-week chart position for Swag II was not available at the time of this report.
Bottom Line
Justin Bieber’s surprise release of Swag II continues a rapid-release phase following July’s Swag. With 23 new tracks and a clearer pop orientation, the sequel is positioned to sustain Bieber’s streaming momentum and extend the creative period that resumed after his four-year gap between studio albums.