What time does Swag 2 come out has been the burning question among Justin Bieber fans worldwide since the pop star’s surprise announcement yesterday. Today (September 5, 2025), Justin Bieber took to his official social media platforms to post pink banners seen across the globe from Shanghai to Paris, announcing the release of his latest album, SWAG II. It’s official: Justin Bieber’s new album — SWAG II — dropped in the early hours of September 5, 2025.
The 31-year-old Canadian singer caught the music world completely off guard with his midnight release strategy. The dad-of-one simply announced ‘Swag II’ by sharing multiple Instagram posts saying, “Tonight at midnight”. This marks an incredibly fast turnaround, coming just two months after his previous album “Swag” was released in July 2025.
The Midnight Release Timeline
The new album will be released at midnight on Friday, September 5, just hours after he made the announcement. However, the release hasn’t been without its complications. The 31-year-old singer announced the news to fans at around 10am ET and it was a massive surprise for fans. Just 12 hours before the midnight release time, Justin noted on his Instagram Stories that he was “still making edits” and getting ready to turn in the album.
Despite the initial announcement for a midnight drop, some fans experienced delays in accessing the album immediately at 12 AM ET. The staggered global release means different time zones received access at varying intervals throughout the early morning hours.
Key Points Summary 🎵 Release Date: September 5, 2025
⏰ Release Time: Midnight ET (with some delays reported)
🎼 Album Type: Eighth studio album, sequel to “Swag”
📱 Announcement: Made via Instagram Stories and billboard campaigns
🌍 Marketing: Global billboards in NYC, LA, Toronto, Shanghai, and Paris
Global Billboard Campaign Creates Buzz
He shared a series of posts on his social media, which included the album’s poster and several billboards across Toronto, Los Angeles, New York, and Shanghai. The marketing blitz included electronic billboards in major cities worldwide, creating massive anticipation among his fanbase.
Ahead of its debut, he teased the project on billboards in New York City’s Times Square, Atlanta and more, as well as in Iceland, where he is reported to have recorded much of the album. This strategic placement in high-traffic areas generated significant social media buzz and streaming anticipation.
Following Up Summer Success
Following releasing “Swag” on July 11, which contained the viral hits “Daisies” and “Yukon,” the 31-year-old singer has announced he will be dropping “Swag II” at midnight Friday. The first album’s success, particularly with tracks like “Daisies” and “Yukon,” set high expectations for this sequel release.
Swag II will be Bieber’s eighth studio album and follows Swag, which released on July 11. 2025 is proving to be a particularly prolific year for Bieber, who’d previously gone four years without releasing an album before Swag had come out.
Streaming Platform Availability
After much anticipation, the album has been officially released on all streaming platforms. Fans can access Swag 2 through major platforms including Spotify, Apple Music, Amazon Music, and other digital streaming services.
The surprise nature of this release demonstrates Bieber’s evolved approach to album launches, moving away from traditional promotional cycles to create immediate impact and engagement with his audience.
For fans who missed the exact midnight launch time, the album is now available across all major streaming platforms worldwide. This release strategy continues Bieber’s comeback momentum after his four-year hiatus from studio albums, proving that anticipation around what time does Swag 2 come out was well worth the wait.
FAQs
Q: What time did Swag 2 officially release? A: Swag 2 was scheduled to release at midnight ET on September 5, 2025, though some fans experienced slight delays in accessing the album immediately.
Q: Is this Justin Bieber’s eighth studio album? A: Yes, Swag II is Justin Bieber’s eighth studio album and serves as the sequel to his July 2025 release “Swag.”
Q: Where can I listen to Swag 2? A: The album is available on all major streaming platforms including Spotify, Apple Music, Amazon Music, and other digital music services.
Key Takeaways
- Swag 2 released on September 5, 2025, at midnight ET with global availability
- The album announcement came just hours before release via Instagram and global billboards
- This marks Bieber’s second album in 2025 after a four-year studio album hiatus
- The release follows the viral success of tracks “Daisies” and “Yukon” from the original Swag album
- Global marketing campaign included billboards in major cities from NYC to Shanghai