Justin Bieber is reportedly releasing his long-awaited seventh studio album Friday.
The project will mark the pop star’s first album release since 2021’s Justice.
The news, first reported by The Hollywood Reporter, comes after a billboard with the word “swag” was spotted Thursday in Iceland, where he was rumored to have traveled in April to finish the new album. An identical billboard has since been seen in Los Angeles and New York City’s Time Square.
It’s unclear what the surprise album is titled, but it’s believed to be Swag. According to the outlet, sources have said it will feature guest performances from Gunna, Sexyy Red, and Cash Cobain.
The Independent has contacted Bieber’s representatives for comment.
Bieber, 31, himself has shared footage on Instagram of his billboard sightings.
In one post, the black-and-white billboard includes what appears to be the album’s setlist. “All I Can Take,” “Daisies,” “Yukon,” “Go Baby,” “Things You Do,” “Butterflies,” “Way It Is,” “First Place,” “Soulful,” “Walking Away,” “Glory Voice Memo,” “Devotion,” “Dadz Love,” “Therapy Session,” “Sweet Spot,” “405,” “Swag,” “Zuma House,” “Too Long,” and “Forgiveness” are all listed.
In recent months, Bieber has apparently been hosting “jam sessions” at his LA home with guests including his longtime DJ Tay James, music producer HARV, Australian singer Eddie Benjamin, and SZA collaborator Carter Lang, sources told THR.
It’s been four years since the Grammy-winning singer has come out with an album.
In that time, he’s become a first-time father with wife Hailey Bieber, who gave birth to their son, Jack, in August 2024. He also split with his longtime music manager, Scooter Braun, who earlier this year admitted he feels “a lot of guilt” toward the young artists he previously managed.
More recently, fans have grown concerned over Bieber’s health after photos emerged of the singer looking exhausted.
The “Baby” singer previously struggled with drug dependency, revealing in 2020 that he would “start his day” with ecstasy pills and cannabis joints at the height of his addiction.
In February, a spokesperson for the singer rebuked the “exhausting and pitiful” rumors, insisting that Bieber is “in one of the best places of his life” and that the images of him with dark circles under his eyes were a result of him working hard on new music.
“The recurring narrative that Justin is using hard drugs is absolutely not true,” the representative said. They added the past year had been “transformative” for Bieber, who “ended several close friendships and business relationships that no longer served him.”
Bieber and his model wife of six years have also faced intense scrutiny, with fans dissecting their every social media post in search of signs that the couple is headed for divorce.
However, the two have remained steadfast in the wake of the falsities.
“I’ve done a lot of dumb things in my life,” Justin told Vogue in May, “but the smartest thing I’ve ever done was marry Hailey.”
The “Peaches” hitmaker was just 13 when he was first discovered on YouTube by Braun, who subsequently signed him to RBMG Records in 2008. The following year, he released his debut single, “One Time,” which became a hit ahead of the release of his first studio album, My World 2.0, in 2010.
He’s since dropped five albums: Under the Mistletoe (2011), Believe (2012), Purpose (2015), Changes (2020), and Justice (2021).