Justin Bieber's $10M Coachella Deal, Swag II Debuts, and Rhode's Billion-Dollar Acquisition

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In recent days, Justin Bieber has made headlines for a string of
developments that signal his growing dominance as both a musical
and business force. The biggest news is his $10 million personal
deal to headline Coachella in April 2026, negotiated directly with
Goldenvoice and bypassing an agent—a rare move for an artist of his
stature, as reported by Rolling Stone and Netflix Junkie. Bieber
will receive $5 million for each weekend, making him one of the
top-paid Coachella headliners ever, and representing "a
groundbreaking move for a headliner" according to insiders. His
wife, Hailey Bieber, posted her support on Instagram Story with the
exuberant tag “BIEBERCHELLA!!!!!!!!! :)” following the
announcement, adding a personal touch to the milestone.

On the music front, Bieber's seventh studio album “Swag”—released
just two months ago—stormed back into the Billboard Top 10 after
dropping an expanded deluxe edition, “Swag II.” The expanded album
ballooned to 44 songs, over two hours of new Bieber music, riding
streaming era trends, and “thanks to fans streaming all those new
songs, the album leaps from No. 17 to No. 4” according to NPR.
“DAISIES,” the lead single, remains in the top ten, and the new
song “SPEED DEMON” debuted on this week’s Hot 100 singles chart.
However, reviews are mixed: The Observer called “Swag II”
“underwhelming” and criticized its new sound, but did point out
“SPEED DEMON” and “EYE CANDY”—a tribute to Hailey—as standout
tracks. Rolling Stone described the album as “safe,” raising
questions about Bieber’s artistic ambitions versus commercial
pressure.

On the business side, Bieber’s net worth has doubled in the past
few years to $200 million, fueled by a combination of record sales,
touring, a previous $200 million catalog sale to Hipgnosis, and
brand deals. He personally severed ties with Drew House, urging
fans not to associate him with the fashion brand. Meanwhile,
Hailey’s skincare brand Rhode was acquired by e.l.f. Beauty for $1
billion, and Bieber continues to support Rhode through his social
media platforms. In a new entrepreneurial move, Bieber partnered
with Palms to launch a limited-edition cannabis line called
Peaches, with some proceeds supporting criminal justice reform and
charity, as reported in Vogue and BBC News.

On the more casual and social side, Bieber stunned bartenders in
Cambridge, Ontario, with a surprise pub visit for karaoke, followed
by a coffee run with Hailey at Monogram Coffee Roasters. Local
staff shared their excitement and characterized the couple as
“laid-back,” and viral fan snaps spread across Instagram and
TikTok, contributing to a wave of organic social media
mentions.

These events combined—Coachella’s headline, a surge in chart
success, album criticism, business shakeups, charity moves, and
viral social moments—mark an era of renewed visibility and control
for Bieber. Biographically, his direct Coachella deal and personal
brand moves mark the most significant shifts, suggesting he's
entering a new phase defined by autonomy, ambition, and a
willingness to take risks both musically and entrepreneurially.
Speculation about further surprise collaborations and more personal
projects is circulating, but as of now official announcements
remain pending.

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