Since the fall of 2020, Justin Bieber has caused conversation in regards to releasing his sixth album sometime this year. After his Changes tour being canceled due to COVID last summer, his rescheduled dates have been renamed to The Justin Bieber World Tour as he originally hinted there would be a new album involved. Over the course of 2020, he has released several new singles including HOLY, Lonely, and Anyone to get people excited and hint at what they can expect from his 6th discography.

Bieber took a long mental and physical health break following his cancellation of the 2nd leg of the Purpose World Tour and has become very active in the last year to make that comeback his beliebers have been waiting for. Justin Bieber is one of the biggest male pop stars has had a lot of pressure from the media throughout his entire career that has not made it easy for his public relations professionals to do their jobs in some instances.

Lately, he has explained through a Youtube documentary series, his music, and several Instagram posts the mental state he was in and how he feels this is the happiest and best point he has been in his entire life. Bieber recently did a Spotify Stream session of his new single Lonely which got the world speaking even more about the release of his new album. He also did a live stream concert on New Year’s Eve as well as Valentine’s Day that added to the fire of getting people ready to see Bieber hit the stage again.

Aside from his live performances, single releases, and activity on social media, Bieber also released video snippets that showed him organizing song titles to potentially be the tracklist for his next album. Twitter went wild after this as everyone had comments to make to show their excitement.

From a PR standpoint, Bieber did not have an easy time in the spotlight and has made some pretty rough decisions for numerous reasons. Due to this, the actions that have been made for his younger target audience to rebrand and build his image have been very smart as a belieber myself, I feel he finally has got it together. The tactic to constantly refer to this album drop in small ways is a brilliant idea as it gets people anxious and excited for the actual release. By the time the album is released, his fan base, and many others have regrown their respect and prepared to take this next journey along with him.