The Biebs may be back! On Thursday (July 10), Justin Bieber appeared to tease his next album by unveiling what looks to be the title and tracklist in surprise billboards that have gone up in various cities — and according to one report, it may be coming sooner than you think.
In one black-and-white advertisement that appears to be in New York City’s Times Square, Justin — who shared a photo and video of the billboard on Instagram — stands at the forefront while his wife, Rhode mogul Hailey Bieber, holds their young son, Jack Blues, in the background. Half the image is taken up by a list of 20 titles, including “All I Can Take,” “Go Baby,” “Dadz Love” and “Swag.”
Swag may also be the name of the album, as similar billboards bearing the word and a different photo of Justin recently went up in Los Angeles and Reykjavik, Iceland.
The musician’s posts and billboards come shortly after The Hollywood Reporter reported that he would be dropping his highly anticipated seventh album on Friday (July 11). He hasn’t released an LP since 2021’s Justice, which spent two weeks at No. 1 on the Billboard 200. The new album will also mark his first full-length since becoming a father last August.
Billboard has reached out to his rep for comment.
Justin has spent the past few months teasing that he was working on new music by sharing photos of himself in the studio on Instagram. He’s also made headlines multiple times in 2025 thanks to his recent penchant for posting cryptic messages — about everything from haters to paparazzi and God’s forgiveness — on the platform.
See one of Justin’s posts featuring the possible Swag tracklist below.
