Overview

• Bieber released the black-and-white “Yukon” music video on August 5 via his Instagram and X accounts, marking the second single from his surprise album Swag.
• The three-minute clip features Hailey Bieber and 11-month-old Jack Blues making his music video debut, with deliberate camera angles and water droplets obscuring the toddler’s face.
• Director Cole Bennett shot the video over several days in Spain and Italy using Sony FX3 and GoPro cameras before printing the footage on 16 mm film.
• Swag, surprise-released on July 11, is Bieber’s first full-length album since 2021’s Justice and his first undertaking without longtime manager Scooter Braun.
• The video’s sun-soaked family scenes signal a new chapter in Bieber’s career focused on personal authenticity and protective privacy measures.