Justin Bieber is keeping fans on their toes. Just weeks after the release of his latest album, Swag, the pop star has revealed that a sequel, Swag II, will arrive at midnight. The surprise announcement mirrors the stealthy rollout strategy he employed earlier this summer and signals that Bieber may be entering one of the most prolific phases of his career in years.

The news dropped Thursday via Bieber’s Instagram, where he posted a series of images projecting the album’s title onto buildings and billboards across major cities. In one slide, the cover art was revealed: a stark, pink square with the title Swag II printed in minimalist type. Several of the billboards also included images of Bieber with his wife, Hailey, and their infant son, tying the release to the family-centered themes that anchored Swag.

Bieber has not yet disclosed the track list or guest features for Swag II. However, if history is any guide, additional details will be teased out on social media throughout the day. That strategy worked effectively in July, when he gradually revealed the collaborators and full scope of Swag in the hours leading up to its release.

Swag, Bieber’s seventh studio album, was a pivot point in more ways than one. It marked his first release in four years and followed a turbulent period in which he grappled with health issues and professional changes. Despite the surprise rollout, the album debuted at Number Two on the Billboard 200, breaking his six-album streak of chart-topping debuts but still earning the strongest streaming week of his career with nearly 200 million on-demand plays. Lead single “Daisies” also debuted at Number Two on the Billboard Hot 100, underscoring Bieber’s continued ability to dominate the streaming era.

The new music represents a stark contrast to Bieber’s extended break following his 2021 album Justice. That record’s promotional cycle was cut short after he was diagnosed with Ramsay Hunt Syndrome, a condition that forced him to pause and eventually cancel his world tour. The health scare, coupled with his highly publicized split from longtime manager Scooter Braun, led many to speculate that Bieber’s future in music might be uncertain.

Instead, the singer has re-emerged with renewed energy. Swag was praised for its mix of R&B, pop, and hip-hop influences, with production contributions from Dijon, Mk.gee, and Carter Lang. Features from artists like Sexyy Red, Gunna, and Cash Cobain added a contemporary edge, while tracks reflecting on family life suggested a more grounded perspective from Bieber. If Swag II builds on that foundation, it may solidify this new era as one defined by both vulnerability and prolific output.