On Thursday morning, Justin Bieber left fans stunned and delighted when he announced that he would be releasing a new album at midnight, which figures to be a more pop-focused album compared to his most recent release. However, when midnight came, many of those fans were left confused.
The new album, titled “SWAG II,” followed the surprise release of Bieber’s album “SWAG” last month. Bieber announced both albums in a similar fashion, with billboards advertising the new music suddenly popping up all across the world.
Last month, “SWAG” released exactly when Bieber said that it would. This time, however, no album was made available on streaming services as Bieber promised.
Bieber Promises New Album at Midnight
On Thursday morning, Bieber officially announced the upcoming release of “SWAG II” with a blitz of posts on social media.
In his several social media posts, Bieber shared photos and videos of various billboards around the world advertising the new album.
In his captions, the pop superstar said that the new album would be released “tonight at midnight.”
No Album at Midnight
Unfortunately for Bieber fans, midnight came and went, and no album ever hit streaming services. Perplexingly, Bieber continued to post on social media advertising the album, but the album itself was not made available at midnight.
Needless to say, fans were quite confused.
“Ur busy promoting it, you forget to drop the actual album bro,” one fan wrote in the comments of his Instagram post.
“Omg where’s the album lmao I need to get to bed,” someone else added.
“hello??? Where’s the album????!” another fan wrote.
“The amount of times I’ve refreshed your channel is insane,” someone else said.
“WHERE IS THE ALBUM THIS ISNT STANDING ON BUSINESS,” a fan added.
“I meaaaaannnnn midnight in what time zone,” someone else said.
The album was not available on Spotify, Apple Music, YouTube, or any other streaming platform at midnight.
Midnight in Which Time Zone?
It’s worth noting that Bieber did not necessarily clarify which time zone he was referring to when he said the album would be released “tonight at midnight.” However, there are signs that he did indeed mean Eastern time.
In addition to the new album, Bieber also announced a brand new “cloudy pink” collection for his Skylrk clothing brand, matching the pink color of the “SWAG II” album cover. Bieber said that the new Skylrk line would also be released at midnight, along with his album.
“This ain’t no bundle scandal. This is skylrk,” Bieber wrote in an Instagram post announcing the new cloudy pink collection. “Get the pinky and the [brain] available with at midnight To celebrate in honor of SWAG II.”
While the album was nowhere to be found, the Skylrk clothing line was indeed released at midnight Eastern, adding to the confusion.
Needless to say, this whole situation left fans without answers.
This story was originally reported by Men’s Journal on Sep 5, 2025, where it first appeared in the Entertainment section. Add Men’s Journal as a Preferred Source by clicking here.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source www.yahoo.com ’
