Justin Bieber, fresh off expanding his SWAGiverse last week with the Cole Bennett–directed video for “YUKON,” is keeping up the vulnerable, candid social media vibe that’s made this one of his most engaging rollouts in years.
“Standing on business gets tiring,” Bieber wrote in an Instagram post on Monday, adding that he was “going to bed.” The phrase has become a signature of the SWAG era, even appearing on the album in a Druski skit where the two joke about Bieber’s use of it in a viral paparazzi clip.
The post also included two screenshots from what appeared to be a SKYLRK group chat, showing Bieber responding to a question about how the moon looked on an unspecified night.
“Send pics,” one message in the chat read. Bieber replied, “I’m in bed. Headache. Tired emotionally, and physically. Tomorrow gonna be a great day.”
In another screenshot posted around the same time, Bieber appeared to reflect on wanting to “grow in gratitude” while also growing “in selflessness.” He also highlighted passion, faith, wonder, and love, giving each a moment of attention in his message.
I’ve said it before—probably to the point of annoying some—but this era of Bieber’s career might just be his most exciting and fulfilling yet. On SWAG, he delivers with a freedom and confidence that feel unmatched, bolstered by standout collaborations with artists like Mk.gee and Eddie Benjamin.
It wouldn’t be surprising—honestly, it feels almost certain—if SWAG lands an Album of the Year nomination when the 2026 Grammy nods drop in November.
In the meantime, take a spin in a “YUKON” below.
