Music video

The music video for "2012 (It Ain't the End)" was shot in Los Angeles on July 19, 2010, with Nicki Minaj. The video is set to lots of flashing lights and a typical hip-hop club scene environment. But in post-production, Sean says the music video's director Erik White will be zooming out to show parties in three cities around the world. "There's all these wonderful ideas the director Erik White has been telling me [about]." 'They are gonna zoom out, and it's gonna zoom into Tokyo! And the world is gonna spin around!' And I'm like, 'Really? That's amazing!' So for me, I'm looking forward to seeing those effects." "The concept of the video is basically all about throwing the biggest party, celebrating life. It's basically going around the world, from London to Tokyo to New York, seeing people celebrating good times." The video should have a premiered on August 8, 2010 on MTV, however the same day Sean confirmed on Twitter that the premiere has been rescheduled. The video leaked on August 14, 2010, but Jay Sean confirmed that the leaked version of the video wasn't the final version.

The video features a cameo appearance from former Spice Girl Melanie Brown

Melanie Brown

Melanie Janine "Scary Spice" Brown , often better known as Mel B, is an English pop singer-songwriter, actress, author and television presenter...

, Cash Money Records CEO Birdman, writer Jared Cotter, producers J-Remy and Bobby Bass, and Thara

Thara Prashad

- External links :* - South Asian Life style* MoraFire - July/August 2007* about.com...

. On August 24, 2010 was the final version of the video was released to VEVO

Vevo

Vevo is a music video website. It is a joint venture among Sony Music Entertainment, Universal Music Group, and Abu Dhabi Media with EMI licensing its content to the group without taking an ownership stake. The service was launched officially on December 8, 2009...

. The prelude and the music video of his song "Break Your Back" can be heard and seen in the end of the music video, but the full version is yet to be released.

The video won Best Video in the 2011 UK Asian Music Awards

UK Asian Music Awards

The UK Asian Music Awards, also known by the abbreviation UK AMA, is an award show that is held annually in the United Kingdom since 2002. It is presented by B4U Music since 2008...

.

Charts

> > > > > > > > >

Chart (2010)	Peak position
UK Asian Chart (The Official Charts Company)	1

Certifications

Country	Provider	Certifications (sales thresholds)
New Zealand	RIANZ Recording Industry Association of New Zealand The Recording Industry Association of New Zealand is a non-profit trade association of record producers, distributors and recording artists who sell music in New Zealand...	Gold

Release history

Region	Date	Format	Label
United States	August 3, 2010	Airplay Airplay * Airplay is the amount of time a song is played on the radio.It may also refer to:* AirPlay, an audio & video streaming technology from Apple Inc.* Airplay , Foster & Graydon music project from 1980* Citroën C1, Citroën C1 Airplay...	Cash Money Records Cash Money Records Cash Money Records is a record label founded by brothers Bryan "Birdman" Williams and Ronald "Slim" Williams. Today it operates as a subsidiary of Universal Music Group, and is distributed by Universal Republic Records as of 2011... , Universal Republic Universal Republic Universal Republic Records is a record label, owned by Universal Music Group. It is based on the now-defunct Republic Records label founded by brothers Monte and Avery Lipman...
United States	August 3, 2010	Digital download Music download A music download is the transferral of music from an Internet-facing computer or website to a user's local computer. This term encompasses both legal downloads and downloads of copyright material without permission or payment...
Canada
United Kingdom	October 24, 2010	Digital download	Jayded, 2Point9 Records 2Point9 Records 2Point9 Records is an independent record label, a subsidiary of an all-in-one entertainment company called 2Point9, that was started in 2003 when Telstar Records A&R manager Billy Grant and Promotions manager Rob Stuart decided to leave the company to set up their own little independent...
United Kingdom	October 25, 2010	CD single CD single A CD single is a music single in the form of a standard size Compact Disc, not to be confused with the 3-inch CD single, which uses a smaller form factor. The format was introduced in the mid-1980s, but did not gain its place in the market until the early 1990s...