At 31, Justin Bieber has spent much of the last decade stepping away from the glare instead of chasing it. He’ll drop the occasional single or post with his wife, Hailey, 28, but otherwise keeps his personal life under wraps, including his nearly one-year-old son, Jack Blues.
Justin Bieber just released a pro-family music video, featuring his baby son and wife within seconds of the opening scene.
Justin was almost aborted.
Now he’s making videos highlighting the humanity of babies.
God is good. pic.twitter.com/ZFjwQIlPYF
— Anna Lulis (@annamlulis) August 8, 2025
Until now, Jack has appeared only in a few low-key social media moments, more like personal updates than curated “baby content.” That’s why Bieber’s decision to feature him in the new black-and-white video for Yukon feels surprising and refreshing.
The video opens simply: Bieber on a boat with Jack in his lap, toes brushing the water. There are no over-produced shots, no luxury set pieces. Just a calm, unpolished scene between father and son. And that is exactly why it works.
In an era where celebrity kids often double as brand extensions, Jack’s appearance feels intentional. Bieber has avoided the influencer dad playbook with no daily updates, no coordinated outfits, and no sponsored family content. When he finally includes his son, it is as part of something creative and deeply personal, not a staged moment for likes.
At 31, Bieber is no longer the unpredictable pop star of the tabloid years. He is older, steadier, grounded. Letting Jack into the frame, even briefly, is not a rebrand or a stunt. It is life as it is now.
We may not see much of Jack again, and that is probably the point. But for a few quiet frames, Bieber let us in, and it landed.
