Justin Bieber's Coachella Comeback: SKYLRK Launch, Twitch Streams, and a New Era

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Justin Bieber has had a headline-making week marked by high-profile business moves, open conversations about his evolving personal life, and frenzied excitement among fans for his imminent return to the festival stage at Coachella. According to People and multiple music outlets, Bieber surprised followers by joining the livestreaming platform Twitch, offering behind-the-scenes looks at intense studio rehearsals as he prepares for his first solo headlining sets at Coachella 2026. These shows, set for April 11 and 18, sold out both weekends almost instantly following the lineup announcement, where he shares top billing with Sabrina Carpenter, Karol G, and Anyma. This is poised to be his most significant stage appearance in years, with Bieber confirming that he’ll debut live renditions of new material from his acclaimed seventh studio album Swag, which industry insiders predict will receive Grammy nominations when the nods are announced later this week.

In recent livestreams, Bieber has been candid about grappling with his past habits, sharing heartfelt reflections on unlearning old patterns and embracing vulnerability—“Being vulnerable can be really scary,” he confided to fans, “but we get to change those things, which is nice.” He’s also been transparent about the physical and emotional toll of touring; during a Twitch broadcast, he admitted that the prospect of another world tour “sounds super daunting,” adding, “I really want to do spot dates, where I just pick maybe a city and do a couple shows, and not commit to a whole two-year run.” For now, Bieber’s sole live focus is Coachella, where he plans to blend new tracks with classics, giving fans a first proper taste of the Swag era live.

Bieber’s business profile is surging thanks to the launch of his high-end streetwear label SKYLRK. As reported by CEO Today, the first collection had a meteoric sellout, spotlighting Bieber’s evolution from pop star to fashion entrepreneur and signaling a strategic shift towards refined, minimalist aesthetics. This marks a significant move beyond his earlier Drew House brand, placing him at the forefront of luxury-adjacent celebrity fashion. Bieber’s stewardship of SKYLRK—fully owned and operated under his personal management—has already earned comparisons to Rihanna’s Fenty and Kanye West’s Yeezy, suggesting his business legacy could ultimately rival his musical one.

The synergy with Hailey Bieber remains strong: she continues to drive her Rhode skincare line, which made waves with a sale that Bloomberg says set new beauty industry standards. Their joint focus on family and wellness is evident too—Bieber took a pause from rehearsals last week to cheer on the Toronto Blue Jays at the World Series with Hailey and their 14-month-old son Jack, showcasing a more grounded and relatable side of celebrity life. On social media, the Coachella hype was amplified when Hailey posted “BIEBERCHELLA!!!!!!!!! :)” with the festival lineup, a moment that rapidly trended across platforms.

In sum, this week’s headlines—Bieber’s Twitch transparency, Coachella debut prep, SKYLRK’s breakout success, and intimate glimpses into his life with Hailey—point to an artist and entrepreneur fully in command of his next chapter, with potential long-term implications for both his brand and his legacy. All business developments and statements referenced here are verified by recent reporting from People, CEO Today, and music news organizations; speculation about upcoming collaborations and Grammy recognition is clearly noted as such by industry sources.

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