Justin Bieber stripped down both literally and metaphorically while making his new album Swag, as seen in the new music video for “First Place.”
In the black-and-white visual posted Wednesday (Aug. 13), the pop star and his musical collaborators hunker down in a luxurious cabin in the mountains while recording music together, stripping away the hustle and bustle of city life from the creative process. In between laying down vocals and listening back to takes — usually while smoking something — Bieber also ventures off into nature, snowboarding down steep slopes and climbing atop an abandoned shack near the beach.
At one point, the Grammy winner peels off all of his clothes — aside from his white boxer briefs — and takes a nighttime swim in the water, appearing to shiver as he gets out. Addressing that particular moment in the video, Bieber wrote in the YouTube caption, “FORGIVE MY CHICKEN LEGS.”
The video comes about a month after the Canadian singer surprise-dropped Swag, which debuted at No. 2 on the Billboard 200. Featuring 21 tracks including collaborations with Gunna, Sexyy Red and Dijon, the project marked his seventh studio album total as well as his first full-length since 2021’s Justice.
One week prior to the “First Place” video, Bieber shared the first visual for Swag. Also filmed in black-and-white, “Yukon” showed the musician vacationing with his wife, mogul Hailey Bieber, and their 11-month-old son, Jack Blues, who made his music video debut by appearing with his parents on screen.
Watch the “First Place” music video above.
Get weekly rundowns straight to your inbox
Sign Up
