Parchment Productions

UAL Awarding Body

Creative Production

Production Team: Charlie Parchment

Title of Production: “Copy of A” by Nine Inch Nails
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The Henley College

62441
Charlie Parchment
970786
Nine Inch Nails “Copy of A”
Music video
15/03/18

Rationale:
Since starting this course I’ve learned so much more about the creative
process that goes into the media industry. Whether that be the theoretical
side or practically representing it throughout the last seven units. Leading
up to my final major project, I realised that I’ve yet to effectively
demonstrate my capability and skill set in cinematography. I feel as
though the visual work that’s been made doesn’t truly reflect what I know
I can do. This is down to my own decision making, not putting enough
time into setting up shots, or not re-shooting after I’ve evaluated my work
and realised its flaws. A product like a music video has one purpose, to
visually enhance the song by creating and immersive experience. So for
this final project I need to plan effectively how I’m going to produce this
video, but also be more assertive when executing it.
Concept:
I’ve decided to produce a music video. I think this is the perfect medium
for me to pursue because I can focus completely on the visuals and not
have to worry about writing a script because the lyrics create the music
video’s script. With cinematography I can visually tell I story, but I need to
make sure the video includes; good compositions, mise-en-scene that
relates to the character or lyrics. As well as wide range of camera angles
and different lens, so the audience doesn’t get bored watching it. The
music video still needs to have some sort of relevance to the song itself.
Therefore I’m opting for a short narrative that represents the concept
behind the song. The song in which this video will be based around is the
2013 release “Copy of A” by Nine Inch Nails. I believe that what the
industrial band are talking about is how we’re the product of our own
demise, which seems to circulate throughout history. I know that my music
video needs to be represent dark themes such as these effectively, which
is why my narrative will discuss this idea through the life of an ordinary
working individual.
Evaluation:
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I’m going to be reflecting on my work each week. No matter how

much I’ve progressed, I will aim to self-evaluate my production via
a weekly blog. In this blog I will talk about what went well and what
could be improved. I’m also going to be sending out surveys to my peers
and target audience, so I get an understanding of what I can do differently
to improve the product. I will also get regular feedback from my teachers
so they get tell me what they think of the production.

Target Audience:
Nine Inch Nails formed in the early 1990s and have remained a constant
pioneering figure head in industrial rock music to this day. Because of this
my target audience might have a wide age gap, as both people my age
and much older will be interested in a video for one of their songs.
However I think more people of an older generation will be drawn into
watching something like this just by the title compared to younger
viewers. This is because they grew up with the band. Therefore I need to
aim my music video at a younger generation to maximize the potential of
my production and get the widest possible target audience.

Competition: Raindance Film Festival

The UK’s biggest independent film festival, Raindance aims to be the
forefront of British Cinema. With operatives around the world, from
London, to New York, to Berlin, the establishment screens feature and
short productions from up and coming film makers. What makes the
competition so great is that anyone, no matter their background in the
industry, can submit a production to be selected for screening at the
annual event held in London. These categories include the following:

 Narrative feature
 Documentary feature
 Narrative short
 Documentary short
 Animation short
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 Music video
 LGBT (feature)
 VR or AR experience
 Web series
The submissions for all categories are analysed and reviewed, looking at
how the production demonstrates, “quality of narrative and production
values” as well as, “independent nature of the production”. The film
association say they’ll contact any submissions that have been selected
for presentation by August 31st. But they have to provide a Digital Cinema
Package (DCP) and a backup Blu-ray disc in case of failure. Raindance
accept any music video, provided that the run time is at least over six
minutes. The submission for 27th April for music videos is £25, but since
the deadline of our final major project is June 8th the cost increases to £80.
I must also keep to the THC Viibe rules and regulations that specify what I
cannot include in my production. Therefore in my music video I must
refrain from showing nudity, swearing and drug use in anyway.

Production Schedule:
Date Plan of action Evaluation / behind
Week beginning the scenes
12th March Proposal / find competition: Weekly blog :
Outline what I’m going to be producing Summarise my
for my final major project. How I will do thought of how the
this, and what competitions I hope to week’s
send it off to. productivity has
been and what I
feel I’ve achieved.
As well as how I
think I could
improve my own
work.
19th March Research: Weekly blog:
This is where I will gather primary and Summarise my
secondary in depth research in to genre thought of how the
of music and the types of music videos week’s
we typically see with these kind of productivity has
songs. I will also send out surveys to find been and what I
out what my target audience thinks feel I’ve achieved.
makes a good music video and find out As well as how I
how professional music video directors think I could
go through the process of making one. improve my own
work.
26th March Research/ pre-production: Weekly blog:
This is where I’d make location recces Summarise my
and audition actors to star in my video. thought of how the
Since we’re running on a fairly tight week’s
schedule, I need to get the locations productivity has
sorted as fast as possible. I also need to been and what I
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produce a detailed storyboard for every feel I’ve

single shot/sequence I intend to use. achieved. As
Finally in this week I will write a well as how I
thorough shooting script. think I could
improve my own
work.
2nd April Pre-production: Research
Find any and all equipment needed for evaluation:
shooting that I don’t already have. Make Consider how my
or source props that’ll be used and research will
consider the actually influence
and aid my
production to
make it more
successful.
9th April Pre-production/ Film: Weekly:
Find out the filming/editing techniques I Summarise my
want to use and how to create them. thought of how the
Then film mini test shoots so that when week’s
it comes to actually filming the music productivity has
video, I know how to execute these been and what I
techniques. feel I’ve achieved.
As well as how I
think I could
improve my own
work. How did the
test shoots go and
should I use the
techniques in the
final production?
16th April Pre-production/Film: Weekly blog:
Rehearse these techniques in the Summarise my
context of the music video, and then thought of how the
attempt to start filming the video week’s
productivity has
been and what I
feel I’ve achieved.
As well as how I
think I could
improve my own
work.
23rd April Film: Weekly blog:
Try to begin filming in chronological Summarise my
order, however if this isn’t the most thought of how the
productive way possible then find an week’s
alternative plan of action. productivity has
been and what I
feel I’ve achieved.
As well as how I
think I could
improve my own
work. How the first
official week of
filming has gone.
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30th April Film/Edit: Weekly blog:

Finalise shooting and begin the make the Summarise
draft edit of the final production. my thought
of how the week’s
productivity has
been and what I
feel I’ve achieved.
As well as how I
think I could
improve my own
work. How has the
editing process
been for you?
7th May Edit/ Re-shoot:
This time is spent for any scenes that I
feel could be improved, so I’ll allocate
this time to re-shoot any of these
scenes.
14th May Production Evaluation
21st May Pitch Presentation/ interim deadline Feedback
evaluation
28th May Marking week
4th June Final deadline

Bibliography:
Books / Magazines

Book name Reference

YouTube Clips

Clip Reference

Cloning effect https://youtu.be/V3OZxcrXVNY

Nine Inch Nails “Copy https://www.youtube.com/watch?

of A” v=pVB_DI4ajKA
Johnny Cash “Hurt” https://youtu.be/vt1Pwfnh5pc

Glitch transition https://www.youtube.com/watch?

v=wWc0Yzs0v5U
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Websites

Website Reference
Raindance Film Festival N/A. (N/A). Raindance:
Submissions . Available:
https://www.raindance.org/festiva
l/. Last accessed 15/03/18.

Experts

Name Contact / email

Museums / exhibitions

Exhibition Location / date

Final Major Project: Music video
Production name: Nine Inch Nails “Copy of A”

Research plan
Medium:
As this is my first attempt at making a music video, I know that my
research not only has to be focused, but it should tell me how to make my
production as successful as it can be. Although my production will centre
on the cinematography, and I’ve previously looked into the codes and
conventions of short films, music videos are constructed differently so it is
vital that I research into the medium itself. This is why even before pre-
production begins, I’m going to be considering how artists use music
videos as an extension of the song they’ve created. I believe that any
music video should be the visual representation of the song’s meaning.
However I know that this isn’t the case for every musician, as some seem
to put more effort in than others. I know that much of how an artist
achieves a certain look for their work require specific techniques. Which
means I intend to look into both cinematography and editing methods that
relate to the song or any that I feel will emphasise its meaning.
Genre:
For a group such as Nin Inch Nails, every music video they release has
great importance in relation with the song, which is heavily focused on the
imagery. Because their songs discuss dark themes, the viewer will
typically see these conveyed using abstract and sometimes melancholic
cinematography. That overall situates in a dystopian environment more
often than not. Which is why I will research into what the word “dystopian”
actually means. For this I’ll look into films that are thought to be in this
genre, such as “1984” and “Blade Runner”, I hope to understand how the
directors stylise their work to relay a dark miserable world. Even when a
film like Blade Runner contains bright neon lights, the audience still
understands that the environment the characters find themselves in isn’t
a pleasant place. How has the director done this and how can I attempt to
do the same for my music video?

Artists:
I should also look into the lyrics of songs that perhaps have a
dystopian feel to them, so I’m considering how the artist
phrases their emotions. I think this will be a very useful
section of my research, therefore I’ll look into songs such as David Bowie’s
“Future heads” and The Doors’ “Not to touch the Earth”. Two very different
artists, but both had the ability to portray amazing imagery through song
writing. I’ll also look into artist’s use of imagery to show a narrative within
the song, and I believe a great example of this is Johnny Cash’s cover of
NIN’s “Hurt”. With it being a NIN song originally, seems fitting to analyse
how the country legend told to story of his life through the imagery.
Target Audience:
I’ve chosen to aim my production at younger viewers, this being because
older viewers will already be NIN fans or would have most likely heard of
them. Because of this I need to research into what kind of traits the
younger generation find appealing in a music video. For this I’ll look at
three different music videos from three different genres- making note of
how they visually represent their songs. Hopefully this will give me a
better understanding of how structure my video, but I need to make sure I
don’t go too far and starts including conventions of pop music video that I
dislike.
Platform:
The only platform I intend to upload my music video onto is YouTube, I talk
about why I’ve made this decision and what facts I have to back up my
choice. For example, it’s the world’s biggest platform for video content so
I’ll have the largest possible audience watching my production. But I will
also address the problems using the platform, such as the fact that artist
lose a lot of revenue by uploading to YouTube. I look at those artist who
have created their own space online to upload their content for a fair
price, and how this differs from the conventional ways of self-promotion.
Actors and Characters:
I need to audition any and all actors that will star in my music video, for
this I’m looking for a male protagonist because my production is narrative
based. So I’ll also need to create a character profile for him before
auditions begin.