Overview

• The video for “First Place,” directed by Rory Kramer, was filmed in Northern Iceland at Flóki Studios on the Trollaskagi Peninsula.
• It combines behind-the-scenes cabin studio sessions with sweeping black-and-white nature footage to showcase Bieber’s stripped-down creative approach.
• A candid scene of Bieber in white boxer briefs taking a nighttime swim drew attention and prompted his YouTube caption note, “FORGIVE MY CHICKEN LEGS.”
• Released a week after the family-focused “Yukon” clip, the video continues the visual campaign for Swag, which debuted at No. 2 on the Billboard 200.
• Swag surprise-dropped on July 11 as Bieber’s seventh studio album, his first full-length since 2021 and his first project without longtime manager Scooter Braun, featuring collaborations with Gunna, Sexyy Red and Dijon.