The singer, 16, who is nominated for best new artist for his "Baby" video, stars in a new video promo for the VMAs, which is set to debut Monday at 10 p.m. ET. (Get a sneak peek at it here.) Shot in crisp black and white, the clip traces the teen star's rise from Internet sensation to Bieber fever-inducing pop star. In the print campaign, the singer poses with an iconic Moonman trophy.
Bieber, a first-time nominee, will face off against Broken Bells, Ke$ha, Jason Derulo and Nicki Minaj in his best new artist category.
The 2010 MTV Video Music Awards will air live from L.A.'s Nokia Theatre Sept. 12 at 9 p.m. The telecast will feature performances by Kanye West, Drake and four-time nominee Florence + the Machine.
Among the other nominees, Lady Gaga earned the most nods – a record breaking 13, while Eminem is the most nominated male artist, earning eight.