The song was accompanied by a music video , which Rich Lee directed in May 2010 . New York City and Newark , New Jersey were chosen as settings to shoot the video . Reviewers praised the video as it followed the lyrics and praised the video for such depictions . However , the product placement in the video by Nike shoes and Beats by Dr. Dre headphones was criticized . In 2010 , Eminem performed " Not Afraid " at Electronic Entertainment Expo 2010 ( E3 2010 ) , Oxegen 2010 , T in the Park 2010 and the 2010 MTV Video Music Awards . He has also performed the song at the Bonnaroo Music Festival , Lollapalooza and the V Festival . '' Rolling Stone '' ranked it the 24th best song of 2010
2010 MTV Video Music Awards
2010 MTV Video Music Awards
Not Afraid