The single release was promoted with an Instagram-based campaign , a lyric video directed by Aya Tanimura and live performances — one of the latter , at the American Music Awards of 2013 , was the center of controversy due to accusations of cultural appropriation and racism . Brent Benacorso served as the director for the track 's music video , which adopts the theme of love and uses a series of metaphors to enrich its concept
American Music Awards of 2013
American Music Awards of 2013
Unconditionally