An accompanying music video, directed by Dave Meyers, was released on October 28, 2010. It portrays Perry singing and dancing around Budapest, with interspersed scenes of young people becoming confident in themselves. An open casting call for the music video drew an unprecedented 38,000 applicants. On MuchMusic's top 50 videos of 2010, "Firework" reached the top position. The music video was said to be a more upbeat take on Christina Aguilera's message in "Beautiful". It was nominated for three awards at the 2011 MTV Video Music Awards, eventually winning one of those, the Video of the Year, the main and final award. "Firework" was nominated for Record of the Year and Best Pop Solo Performance at the 54th Grammy Awards. On January 5, 2012, "Firework" was elected the fifth most played single on US radio during 2011 by Nielsen Broadcast Data Systems, with 509,000 plays.