Overview

• Released August 5 on Instagram and X, the Cole Bennett–directed clip marks Jack’s music video debut with monochrome footage of the family boating in Spain and Italy.
• Bennett shot the video over several days using FX3 and GoPro cameras before printing the footage on 16mm film for a nostalgic texture.
• Hailey Bieber and their 11-month-old son appear in candid moments, with water droplets strategically obscuring Jack’s face to preserve his privacy.
• “Yukon” is the second single from Swag, Bieber’s first fully self-directed album after parting ways with Scooter Braun, blending personal storytelling and R&B stylings.
• Swag debuted atop the Billboard R&B chart and features collaborations with Gunna, Druski, Lil B, Sexyy Red and Cash Cobain.