The music video for “First Place” by Justin Bieber premiered on August 13, 2025, as a companion visual to his surprise album Swag. The black-and-white video, directed by Rory Kramer, unfolds in a cozy mountain cabin where Bieber and his collaborators retreat from city life to record together. Scenes alternate between intimate studio sessions and dramatic excursions into nature, including snowboarding, explorations atop an abandoned shack by the water, and Bieber clad in only white boxer briefs braving a cold nighttime swim—met with a self-aware caption from Bieber: “FORGIVE MY CHICKEN LEGS.”

Swag debuted at No. 2 on the Billboard 200, with “First Place” serving as a standout track among its 21-song list. The album includes collaborations with Gunna, Sexyy Red, and Dijon.  The video for “First Place” follows a recent visual release for “Yukon,” which featured tender family moments with Bieber, his wife Hailey, and their son Jack Blues.

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The release of the “First Place” music video completes the rollout of visuals for Swag, following “Yukon” and offering fans a glimpse into both the personal and creative sides of Bieber’s life. The video’s stripped-back aesthetic highlights themes of retreat, authenticity, and artistic recalibration.