Music video Island Def Jam Music Group commissioned a music video to be directed by
Colin Tilley, who previously worked with Bieber on the music video for "
U Smile" (2010). Bieber revealed that the music video doesn't have a "steady concept," adding that it mostly features artistic shots intercalated with dance scenes. He continued to explain, "It's not like 'Justin follows this girl to this spot.' No, it's a bunch of amazing scenes: Like a fire scene, we have an ice scene." Becky Bain of
Idolator revealed that the following number of teasers featured Bieber "being groped by several female hands, dancing in front of a large white spotlight a la Michael Jackson, [and] posing menacingly in front of a fire and floating underwater." Nicola Sia also of Idolator considered the scenes where the singer "provocatively whispering into girls' ears" as too "erotic". However, it was later reported that the music video directed by Tilley was scrapped, The second version of the video premiered on May 3, 2012, on
MTV. Director X summarized the synopsis of the video saying, "it was just cars and the simplicity that they liked. Cars, girls, just young people hanging out, having fun, that kind of thing. When I heard it, I thought that's what it should be." Brogan Driscoll of
The Huffington Post wrote that Bieber "shows he's all grown up, driving fast cars and taking one rather scantily-clad young lady into his arms". James Montgomery of MTV News wrote that "Filled with cool clothes, hot cars and even hotter women, 'Boyfriend' is the stuff of every newly minted heterosexual adult's dreams only on overdrive" and added that "It's a cool, confident clip, and, given where he's at right now, it's also an
important one." Bruna Nessif of
E! Online shortly commented that Bieber "is not a little boy anymore" in the music video for the song. Upon release, the video broke the VEVO record for having the most views in a 24-hour period with 8.00 million. The previous records were held by
Nicki Minaj's "
Stupid Hoe" (4.8 million) and
Rihanna's "
Where Have You Been" (4.9 million). Released on 20 September 2012, the video for
One Direction's "
Live While We're Young" garnered 8.24 million views in a 24-hour period, thus besting Bieber's record (8.00 million).
Live performances As part of promotion for the song, Bieber performed "Boyfriend" at the
second-season finale of
The Voice, concluding with a choreographed routine reminiscent of
Janet Jackson's "
Rhythm Nation". It was also performed at the
2012 Billboard Music Awards and on
Germany's Next Top Model. Bieber performed "Boyfriend" at the Capital FM Summertime Ball 2012. For the performance, he sported fingerless gloves, a Union Jack tank with matching vest, and jeans. The singer also performed the track during a promotional concert in Europe on June 4, 2012, along with "
All Around the World" and "
Die in Your Arms". Bieber performed the song for the first time after a year at the
2015 Wango Tango. ==Cover versions and remixes==