On the very day the VMA nominations were announced, Justin Bieber dropped a music video that’s a shoo-in for sweetest of the year. Posted first to his Instagram, the black-and-white video for his song “Yukon,” directed by Cole Bennett, features shots of Justin and his wife, Hailey Bieber, having family time on a yacht and playing with their son, Jack Blues Bieber, whose face is obscured in the footage but, yeah, it’s him, they’re clearly with their kid.
On his own Instagram page, Bennett revealed that the video was shot “a couple weeks back over the course of a few days in Spain & Italy. Shot on FX3 & GoPro, printed on 16mm film,” and honestly it looks gorgeous. Happy, serene, healthy…all the things we wanted for the Family Beebs. And the Beliebers are loving it, flooding the comments to say how adorable little Jack looks.
“Omg this is the best music video we could get 😍” wrote one fan account. “This healed something in me 🤏🏼🤏🏼” commented another viewer.
For her part, Hailey Bieber posted the video to her Instagram Stories and wrote, “Yukon 🫡.” Make of that what you will. The Biebers memorably announced the imminent arrival of Jack Blues with another Instagram video from their vow renewal that revealed Hailey’s pregnant belly back in May 2024.
Justin Bieber’s latest album, SWAG, is all about family life with Hailey and Jack. We catalogued all of its lyrics references to the two of them for your convenience, but interestingly enough, “Yukon” wasn’t part of that analysis. Make of that what you will. This is his first album since 2021’s Justice, and it has been mostly well received by critics; it’s currently number five on the Billboard 200 in its third week on the charts. So, next year’s VMAs, anyone? A moon man for Jack Blues?
