Justin Bieber‘s seventh album is coming sooner than we thought. After being on a hiatus for years, the pop star will finally be making a comeback this Friday with his new record, which is rumored to be titled Swag. The news comes as a huge surprise to fans, considering it’ll be here in just a few hours with little promotion.
According to The Hollywood Reporter, Justin Bieber’s seventh album will drop at midnight on Friday, July 11. The project will mark his first full-length record in four years. His last release was in March 2021 for Justice. After taking a step back from the spotlight, Bieber has been teasing his return to music in recent months by sharing photos in the studio on Instagram. Although fans knew his new album would arrive eventually, they didn’t think it would be here this soon. The last-minute announcement has them in a frenzy on social media. “OH MY GOD,” one person said. “This is so random and unexpected,” another wrote.
Many found it interesting that Bieber decided to do a surprise release for Swag rather than a normal album rollout. “Wow, almost no marketing,” said one fan. “With absolutely no promo?” asked another. They wonder how it’ll affect the album’s sales. While some predict Justin Bieber’s seventh album will “tank,” others think the lack of marketing will only increase interest around the record, especially amid all of the mystery surrounding its sound.
Will It Be A Rap Album?
In the past, Bieber has experimented with genres like pop, R&B, and dance. However, rumor has it Swag will take him in a new direction. After the singer changed his Instagram username to @lilbieber in June, fans took it as a sign he was rebranding into a rapper. The theory became even more widespread after he posted photos in a recording studio set to a song by rapper Lil B. Now, Bieber may have shared another hint he’s crossing over to rap.
To coincide with the news of Justin Bieber’s new album, billboards have appeared around the world teasing the project. The advertisements feature two mysterious images. One shows the word “SWAG” against a black background. Since it has the parental advisory warning on the bottom, it’s possible it could be the cover art for Swag. Next to it is a black and white photo of Bieber shirtless. Many fans took the images as confirmation Bieber is ditching his pop star persona for a rap one. “Justin Bieber rap album we’re here for it,” someone wrote. “The Justin Bieber rap album bouta be crazy,” said another fan.
So far, the billboards, which were unveiled hours before the album’s release, have been the only official marketing for Swag. Luckily, all of the mystery surrounding the record will be gone once the clock strikes midnight.
