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A Personal Chapter in Bieber’s Career

Justin Bieber has unveiled the music video for First Place, the latest single from his seventh studio album, SWAG, released July 11, 2025. Directed by longtime collaborator Rory Kramer, the visual takes fans on a journey through the scenic landscapes of Iceland, blending the natural beauty of the country with deeply personal family moments.

A Celebration of Fatherhood

The video serves as a love letter to Bieber’s role as a father, featuring intimate, behind-the-scenes footage of time spent with friends, Hailey, and their son. It marks a continuation of the narrative seen in the video for YUKON, reinforcing themes of love, growth, and personal transformation that run throughout the SWAG album.

From Superstar to Family Man

With First Place, Bieber offers an unfiltered glimpse into his evolving life. The video’s authenticity—capturing both playful and reflective moments—resonates with fans who have followed his journey from pop sensation to devoted family man. It’s an emotional visual companion that enhances the song’s heartfelt message, making it one of the most personal works of his career.