Where’s Justin Bieber’s ‘SWAG II’? Fans baffled as surprise album fails to release
TOI World Desk | TOI Global Desk | Sep 05, 2025, 20:50 IST
Highlight of the story: Justin Bieber’s highly anticipated surprise album SWAG II failed to drop at midnight as promised, leaving fans frustrated and confused. With no updates from Bieber or his team and only a vague Instagram story hinting at last-minute edits, speculation is rampant. The album’s sudden disappearance has sparked widespread online buzz and growing anticipation.
Pop sensation Justin Bieber is once again at the centre of a digital frenzy, but not for reasons he may have hoped. Hours after teasing a surprise release of his new album SWAG II, fans were left refreshing their streaming apps in vain, the album never dropped.
The 31-year-old singer had taken to Instagram on Thursday morning , announcing that SWAG II would go live at midnight on September 5. Coming just two months after SWAG I, which was released on time and without hiccups on July 11, the announcement sent fans and music blogs into overdrive.
But when midnight came and went, there was no sign of the album on any major streaming platform. Not Spotify, not Apple Music, not even iTunes. By Friday afternoon, SWAG II remained missing in action, with no official communication from Bieber or his team.
What makes the situation more puzzling is that Bieber had posted an Instagram Story late Thursday evening, just hours before the planned release, hinting that the album was still being tweaked. “Still making edits,” he wrote, alongside a blurry image from what appeared to be a home studio setup. That message now seems to be the only hint of what might have gone wrong.
While it’s not unusual for surprise drops in the music industry, what’s rare is a completely unannounced delay, especially with no tracklist, no features, and no follow-up post to explain the situation. As of now, Bieber’s streaming profiles show no sign of a new release. Searches for SWAG II return zero results.
The silence from his camp has only intensified fan speculation. Some believe the album may have missed submission deadlines for streaming platforms, while others suggest it could be a calculated marketing tactic designed to build anticipation.
“This is either a rollout masterclass or a full-blown mess,” wrote one fan on X (formerly Twitter), summing up the general mood online. Others were less amused. “We waited up all night. Nothing. Not even a delay notice. Come on,” said another.
SWAG I, which leaned into R&B-pop stylings and featured several unnamed collaborations, had marked a well-received return to Bieber’s solo work after a brief hiatus from music. Naturally, expectations were high for its sequel, even more so given the tight two-month turnaround.
But without official word, fans are left speculating, and waiting. For now, Justin Bieber’s SWAG II remains a mystery. Whether it’s delayed by hours or days, or gets pulled entirely, the artist’s loyal followers are watching closely. One thing’s clear: when Bieber moves, the internet moves with him.