Justin Bieber started his Thursday (July 10) by dropping his anticipated and long-teased new brand SKYLRK. The apparel line includes everything from slides and sunglasses to hoodies and tanks. As it turns out, the drop was only an appetizer for what was to come.

By the afternoon, Bieber was teasing an entirely different project: his seventh studio album. Throughout the day, he has posted photos to Instagram of billboards in various cities, including New York, Los Angeles, Atlanta and Reykjavík (Icelandic singer Laufey commented on a post of the lattermost, writing: “Skeifan represented”). The black-and-white images show Bieber standing shirtless in front of wife Hailey Bieber, who appears to be holding the couple’s son, Jack Blues, though the 10-month-old’s face isn’t shown.

Other images show a black background with the word “SWAG” in all caps — likely the title of his forthcoming project — while others show the lengthy track list, with 20 titles listed.

Bieber worked on the album with longtime collaborator Harv, as well as Carter Lang and Eddie Benjamin, among others. Sources say the project leans into Bieber’s R&B roots, but is more experimental in its production and instrumentation.

And despite the album’s seemingly long playtime, sources say Bieber has been working on a ton of new music — and has another, more pop-inspired album on the way.

The superstar has charted 11 projects on the Billboard 200, including eight No 1s: My World 2.0, Never Say Never: The Remixes (EP), Under the Mistletoe, Believe, Believe: Acoustic, Purpose, Changes and Justice.

On the Billboard Hot 100, he has collected eight No. 1 hits. The last time he topped the chart was in 2021 with “Stay” featuring The Kid LAROI; that same year, he also hit No. 1 with his smash “Peaches,” featuring Daniel Caesar and Giveon.