ustin Bieber joins Sabrina Carpenter and Karol G as Coachella 2026 headliners, marking a major career shift with his Swag era albums fueling the move. BUDAPEST, HUNGARY – AUGUST 12: Justin Bieber performs on day three of Sziget Festival 2022 on Óbudai-sziget Island on August 12, 2022 in Budapest, Hungary. (Photo by Joseph Okpako/WireImage)
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Justin Bieber has been announced as one of the three headliners for Coachella 2026, alongside fellow pop star Sabrina Carpenter and Latin powerhouse Karol G. Signing the Canadian pop icon was a shrewd move for the event, as he is not typically known for playing festivals, so it’s a big get, and this is a big period for Bieber.
After years of relative quiet, the singer-songwriter returned with not one, but two full albums this summer, and it seems he’s planning on riding the popularity of Swag and Swag II into April 2026, when he will perform songs from those projects on one of the largest stages in the world.
A Surprising Name in Big Letters
Seeing Bieber’s name in the largest letters on the Coachella lineup was something of a surprise for many. This year’s upcoming event leans more into pop than other recent stagings, which have also named hip-hop and rock stars and groups as headliners. He was a bit of a shocking inclusion not just because of his genre, but because Bieber has never taken on such a show in his career before.
Justin Bieber Was Never a Festival Guy — Until Now
Throughout his years as a pop icon, Bieber has largely stuck to traditional concert tours in lieu of festival stages. He has performed at some events, like the V Festival in the U.K. and Summerburst Festival in Sweden, as well as the iHeartRadio Festival in Las Vegas multiple years — although that latter show is more of a promotional opportunity than a traditional festival.
Unlike many of the other biggest names in the music industry, Bieber hasn’t relied on festivals in the past. His agreeing to take to the main stage may mean there’s a shift happening.
New Management, New Era for Justin Bieber
Bieber is under new management after parting ways with longtime career coach Scooter Braun, and headlining Coachella is one of the biggest surprise steps in this new era. The singer may once again be looking to pivot from pop star to icon in the music industry – something he’s done before, but which must happen time and time again – and headlining Coachella is a great way to do so.
A History of Big Crowds — Just Not at Festivals
Since he was a teenager, Bieber has been traveling the world, playing to massive crowds. The pop singer has made millions on the road and performed at some of the largest venues possible, almost always as a standalone headliner. That was where the money was at, and such showings helped bolster his profile.
Bieber hasn’t yet announced a trek in support of Swag and Swag II, but he may be planning on doing so. The music industry has changed since his last tour, and appearing at festivals is now not just a great way to earn some cash, but to score some prestige. Earning one of the coveted headlining spots at Coachella comes with a cache that can’t be bought, and it’s a big swing for both the event and the singer himself.
A Potential Financial Motivation?
Bieber may also have chosen to head to the Indio Polo Grounds to make some money. Coachella runs two weekends, as it has for several years now, and artists that are announced as headliners must play both of them.
Typically, the biggest names on the roster are paid between $4 and $8 million, which may very well be one of the largest single-paying gigs of the Canadian musician’s career thus far. Planning and rehearsing for the event is a lot of work, but it may also be financially worth it.
There were rumors circulating that Bieber was under financial stress after canceling his last tour several years back. While the chart-topper’s team denied that he was in any kind of trouble, releasing several albums and making millions at Coachella may be a fast way to remedy any difficulties he could have been facing.
The Swag Era
Bieber announced his latest album Swag in July, just hours before it arrived. The surprise set — the first of his career — peaked at No. 2 on the Billboard 200 and produced several hits on the Hot 100, including “Daisies.” That track also stalled in the runner-up spot on the Hot 100.
Just weeks after Swag arrived, Bieber again employed the surprise strategy and delivered Swag II. That project, which more than doubled the length of the original album, was combined with Swag for charting purposes. This helps Bieber rocket up the Billboard rankings this week as consumption of the title exploded.
Big Stage, Bigger Decisions
With dozens of new songs out in the world, Bieber has a lot to play, and his Coachella set will likely be a mix of new tunes and classics — the hits that made him a superstar. For Bieber, Coachella 2026 may be his only upcoming live date, as he may be in a place where he doesn’t want to tour the world or perform for massive crowds. Conversely, he may be looking to get back into that game after years away, and the festival may serve as something of a rehearsal for a world tour.
It’s unclear what Bieber’s plans are, other than heading to the desert to play alongside some of the hottest names in the music industry for what will likely be one of the largest crowds in the event’s history.