It appears that Justin Bieber is still embracing his swag.

On Thursday (Sept. 4), the pop star revealed that a sequel to his July Swag album will be released at midnight on Friday (Sept. 5), sharing multiple photos on Instagram of new electronic billboards that have appeared in various cities. The advertisements feature pink backgrounds and simply state, “Swag II.”

In his captions, Bieber mentioned, “SWAG II midnight tonight” and “Midnight tonight.”

This announcement follows a report from Billboard indicating that Bieber has more music planned for fans after Swag, which debuted at No. 2 on the Billboard 200 after the Grammy winner released it earlier this summer. While Swag had a strong R&B focus — reaching No. 1 on the Top R&B Albums chart — Swag II is expected to be more pop-oriented, according to sources at the time.

With the first Swag launching just over a month before the closing of the 2026 Grammy eligibility window on Aug. 30, there is also an opportunity for Swag II to receive nominations at the 2027 awards — allowing Bieber to avoid competing against himself in any categories next year.

Bieber’s unexpected announcement marks the second time this year he has revealed an album with minimal notice. Fans were similarly informed about the first Swag just hours before its release, when the star placed black-and-white billboards in New York City showcasing album visuals and the tracklist right before the LP dropped.

Since then, Bieber has kept busy by releasing music videos for tracks from Swag, including Billboard Hot 100 hits “Daisies” and “First Place.” The latter featured the hitmaker working on music at Floki Studios in Iceland, where he recorded Swag (and possibly Swag II).

He has also been posting photos of himself in the studio recently, possibly signaling to fans that Swag is not the last they will hear from him anytime soon. Beliebers are likely to appreciate the abundance of new music he has been producing, especially since they previously had to wait four years for a new album following 2021’s Justice.

See Bieber’s announcement below.