Overview

• Released on August 5 via Bieber’s Instagram and X accounts, “Yukon” serves as the second single from his surprise album Swag.
• Directed by Cole Bennett, the black-and-white clip was shot over several days in Spain and Italy using FX3, GoPro and 16mm film.
• The video marks 11-month-old Jack Blues Bieber’s official music video debut, with his face artfully obscured by water droplets to protect his privacy.
• Scenes of the family aboard a yacht and playing in the water blend candid fatherhood moments with choreographed performance.
• By featuring Hailey and Jack, Bieber reinforces his personal narrative and responds to scrutiny by showcasing stability in his marriage and his role as a dad.