Filming for the music video began during the week of January 25, 2010, in Los Angeles. It was filmed at Universal CityWalk by director Ray Kay, who had previously directed videos for Beyoncé Knowles, Lady Gaga, Alexandra Burke, and Cheryl Cole, among others.
Ludacris said that the video “is like a 2010 version of Michael Jackson’s “The Way You Make Me Feel”. Bieber said that the video “will capture the song’s message of trying to woo back a girl.”
In explaining the concept of the video, Bieber said, “It starts off, I really like this girl, but we didn’t [get] along; we couldn’t be together. Basically I want her back and [I'm] kind of going through the whole thing. I’m chasing her around, trying to get her, and she’s kind of playing hard to get, but I’m persistent. I keep going.”
The video premiered exclusively on Vevo on Friday, February 19, 2010. Singer and actress Jasmine Villegas portrays Bieber’s love interest in the video. Bieber’s friends, Young Money artists Drake and Lil Twist also appeared in the video, along with Tinashe Kachingwe and jerkin’ crew The Rangers.
The video takes place in a mall-like setting with a bowling alley and more. After the video was released, MTV commented on the video being the new version of “The Way You Make Me Feel” saying, “..and the choreography does use a few of Jackson’s less-suggestive moves.” The MTV review goes on saying, “most of the video takes place in the bowling alley, there are also scenes of Bieber in other settings, hanging out with Luda, doing the moonwalk, messing with his hair and mugging for the camera. Regardless of his lady’s apparent frustration with him, Bieber eventually wins her over. The video concludes with the pair walking off into the night holding hands.”
Billboard reviewed the video, saying, “Those new dance moves he’s showing off can only mean one thing: all over the world, tweens’ hearts are melting right now.” In July 2010, the video became the most viewed video in YouTube history.
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Bieber premiered an acoustic version of the song on December 28, 2009, on MuchMusic. He sung the song on VH1′s Pepsi Super Bowl Fan Jam, along with other performers Rihanna, JoJo and Timbaland, and on CBS’ The Early Show as a part of their Super Bowl programming.
He performed the song the first time with Ludacris on BET’s SOS: Saving Ourselves – Help for Haiti Telethon, on February 6, 2009, which also aired on VH1, and MTV. During the chorus, he changed the lyrics to “Baby, baby, Haiti”, to show support for the cause, and the reason everyone came together for the show.
In the week of his album release, he performed the song on The View and 106 & Park. Justin also performed the song at the 2010 Kids Choice Awards on March 27. Bieber performed the song along with “U Smile” on the eighteenth episode of season thirty five of Saturday Night Live. Bieber performed an acoustic rendition of the song along with a freestyle by good friend Drake at the 2010 Juno Awards.
In April 2010, Bieber noted that due to his voice changing, he could no longer hit all the notes in “Baby”, and for live performances, the key is lowered. Bieber performed the song live in Sydney, Australia on April 26, 2010, in the Sunrise studios after his public performance was cancelled.
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Bieber also performed the song on May 11, 2010, on The Oprah Winfrey Show. Bieber performed the song on June 4, 2010, on the Today Show along with “Never Say Never”, “Somebody to Love”, and “One Time”. He performed the song with “Somebody to Love” at the 2010 MuchMusic Video Awards.