David Carbonara is the composer of the critically acclaimed series Mad Men, winner of multiple awards including three Golden Globes and four consecutive Emmys for Outstanding Drama Series, and multiply album releases. Carbonara’s latest muisc release is “Axiom of Choice” which includes the singles “Inverse Probability”, “Non-Constant Function” and “The Undefined and Indeterminate”.
Don Draper, (Jon Hamm) the enigmatic advertising genius from Mad Men, delivered several memorable pitches throughout the series, the most memorable is “The Carousel” which was one of my favorite scenes to score in the series. Here are a few of his notable presentations.
Belle Jolie – Lipstick
Mark your man
Brainstorming, is what they called it! During this infamous scene, Peggy impresses Freddy with her line “basket of kisses”, and her take on not wanting to be one of a hundred colors in a box. Peggy’s line and her perspective become the campaign’s nucleus, marking the first time others from Sterling Cooper recognized her potential beyond her role as Don Draper’s secretary. But let’s not get ahead of ourselves…
“Lipstick” original score from AMC’s Mad Men
The copywriters asked her to create copy for the Belle Jolie ad campaign with Freddy Rumsen presenting it to the client. He had been at Sterling Cooper since Roger Sterling’s father was in charge, making him a veteran in advertising. His pitch, “Mark Your Man,” did not impress the client, so Don Draper (Jon Hamm) intervened and re-presented that idea much more convincingly than Freddy.
“Every woman wants choices, but in the end, none wants to be one of a hundred in a box. She’s unique. She makes the choices and she’s chosen him. She wants to tell the world he’s mine. He belongs to me, not you. She marks her man with her lips. He’s her possession. You’ve given the gift of total ownership.”
Hershey’s Chocolate
It said “sweet” on the package
In the season 6 finale, Don meets with Hersheys for a business discussion. However, Cutler, Roger Sterling, and the Hershey’s team are unaware of Don’s strong emotional connection to them, which ultimately leads to Don losing his job. The story also delves into Dick’s tough childhood, a rarely explored aspect of Mad Men. This is likely the most emotional pitch since Don’s presentation to Kodak in season one.
“Closest I got to feeling wanted was from a girl who made me go through John’s pockets while they screwed. If I collected more than a dollar, she’d buy me a hershey bar. And I would eat it alone in my room with great ceremony (softly) feeling like a normal kid. I would eat it, alone, in my room, with great ceremony. Feeling like a normal kid. And it said ‘sweet’ on the packet. It was the only sweet thing in my life.“
Heinz Ketchup
Pass the Heinz
Don suggests a ketchup ad that highlights “passing the ketchup” instead of showing the bottle. Even though Don Draper created the ‘Pass the Heinz’ campaign almost 50 years ago, the communications still really work in today’s world. Mr. Draper really understood the one thing every Heinz fan knows, which is to never settle for the foods you love without the great taste of Heinz. So in 2017, Heinz brought the “Pass the Heinz” campaign to life, running the ads almost exactly as Draper intended, in print, social media, and on billboards in New York City.
Don Draper, “What’s missing? Pass the HEINZ” Client, “You mean Heinz Ketchup.” Don, “It’s Heinz, it only means one thing.” Don, “The greatest thing you have working for you, is not the photo you take or the picture you paint, it’s the imagination of the consumer“
But the Heinz guys still want to see the bottle.
The Jaguar Pitch
Something Beautiful That you can own
Stan suggests an ad using the word “mistress”, but Don Draper reminds him the client would not want to hear that word in an advertisement. It’s Ginsberg that comes up with concept likening the car to an unattainable woman: “Jaguar: At last, something beautiful you can truly own.”
In the pitch for Jaguar, Don plays on the allure of desire and power. He encapsulates the car’s appeal with a sharp, memorable phrase that strikes a chord with potential buyers, perfectly balancing luxury and aspiration. The pitch plays off of how marketers sell women as sleek, unattainable objects, but it places this in a context meant to be “acceptable.” Meanwhile… Joan makes an unspeakable sacrifice to help secure the Jaguar account.
The Jaguar Pitch, original score from AMC’s “Mad Men”
Oh, this car, this thing, gentlemen, what price would we pay? What behavior would we forgive? If they weren’t pretty, if they weren’t temperamental, if they weren’t beyond our reach and a little out of our control, would we love them like we do? “Jaguar. At last, something beautiful you can truly own.”
The Carousel
Nostalgia
In this classic pitch for Kodak, Don really nails the emotional vibe of nostalgia. He rolls out this slide projector he dubs “The Carousel,” which totally brings back those warm family memories and connections. His storytelling hits home, making it one of the most unforgettable moments of the show. As the show’s composer, I felt that Jon Hamm’s voice always captivated me, and influenced the way I composed for the show, read more about my score…
“My first job, I was in house at a fur company with this old pro copywriter, Greek, named Teddy. And Teddy told me the most important idea in advertising was ‘new.’ Creates an itch. You simply put your product in there as a kind of calamine lotion.But he also talked about a deeper bond with the product: nostalgia. It’s delicate, but potent.” – Jon Hamm as Don Draper
It’s my Latest release, and is out on November 24th
“Axiom of Choice“ represents my latest musical endeavor, set to be available for streaming on November 24th. This album is the culmination of my exploration into incorporating randomness using Ableton Live’s controllers and MIDI devices. However, I channel the resulting random pitches and chords through devices that conform them to scales of my choosing, resulting in harmonically rich melodies and textures in a traditional sense. These melodies, which would not have naturally emerged solely from my own creative faculties, are imbued with a sense of unpredictability through the use of random controllers.
For instance, in track 7, titled “Modeling with Functions,” you can distinctly hear the clashes in the melodies, which are the direct result of the aforementioned Ableton’s random controllers.
Track 7 from “Axiom of Choice”
Notably, what’s missing from this release is hearing how it would change every time I pressed play. The tracks presented on the album represent a single snapshot, recorded on that day. There is, however, the possibility of future “remixes” being released, allowing for an intriguing point of comparison. Yes?
“axiom of choice, statement in the language of set theory that makes it possible to form sets by choosing an element simultaneously from each member of an infinite collection of sets even when no algorithm exists for the selection. The axiom of choice has many mathematically equivalent formulations, some of which were not immediately realized to be equivalent. One version states that, given any collection of disjoint sets (sets having no common elements), there exists at least one set consisting of one element from each of the nonempty sets in the collection; collectively, these chosen elements make up the “choice set.” Another common formulation is to say that for any set S there exists a function f (called a “choice function”) such that, for any nonempty subset s of S, f(s) is an element of s.“
So, I have always found the axiom of choice intriguing, even though I am not an expert in mathematics. This concept resonates with me because, in a way, composing music feels like engaging in mathematical reasoning. Both endeavors bear philosophical implications. Music, like advanced mathematics, stimulates deep contemplation, evokes dreams, and stirs desires. In today’s world, where our lives are intertwined with computers, even if only through our smartphones, this connection feels particularly profound.
When embarking on the creative journey of composing, I consciously choose specific musical notes from a predetermined set. Although this set may not be infinite, it possesses a boundless quality in my perception. I then adeptly intermingle these individual notes, chords, melodies, and rhythms. As the piece progresses, this amalgamation of musical elements changes it into a distinct piece, a musical “set” that can be further used in subsequent arrangements. See the screen shot of the Ableton Live session page.
The beauty lies in the infinity of possibilities that can be derived from a finite set of notes. Like the mathematician exploring the infinite with the axiom of choice, I, too, explore uncharted territories within the realm of music composition. Each note, chord, and rhythm becomes a building block, paving the way for new artistic expressions.
In essence, the art of composing music and the practice of advanced mathematics are intricately intertwined. Both disciplines require a meticulous approach, a touch of creativity, and a deep understanding of structure. They possess the ability to fuel the transformation of ordinary numbers and musical notes into great works of art that inspire joy. At least for me, it was an inspiring journey.
While continuing with my adaptation of adding randomness to my music, I’m now releasing my new single “The Undefined and Indeterminate”. It begins streaming on Nov. 3, but you can catch a preview here, and pre-save on your preferred music service here.
Streaming on Nov. 3rd | “The Undefined and Indeterminate”
After decades of using my musical influences, I want to try new techniques in creating my music. I’m looking to explore different genres and break free from the predictable path that the algorithm has put me on. That’s why I’m releasing my new single, “The Undefined and Indeterminate,” as a way to rise above the algorithm!
As with the previous two releases, “The Undefined and Indeterminate” is driven by Ableton Live’s randomization controllers, it’s very much in the vein of contemporary film and TV scores of today.
The track uses hybrid synths, piano and beats. A great fit for electronic/hybrid film score fans, and it’s It’s track three from my “Axiom of Choice” album.
More on my use of Ableton’s Randomness
In particular by harnessing the expressive potential of Ableton Live’s randomization controllers, it takes on a captivating journey, through the realm of contemporary film and TV scores. This unique approach, inspired by the avant-garde techniques utilized in the current landscape of audiovisual media, pushes the boundaries of musical creativity to new heights.
Within the intricately crafted sonic landscapes of this release, I invite you to experience a rich tapestry of undefined emotions and indeterminate moods. The fluidity of the compositions allows for a sense of unpredictability and surprise, creating a hopefully immersive and captivating experience.
What’s more drawing from my musical influences and genres, “The Undefined and Indeterminate” seamlessly blends elements of electronic music, orchestral strings, and atmospheric pads. The result is a mesmerizing fusion that transcends conventional categorization, offering a fresh perspective and a distinct sonic identity.
With its surprisingly well crafted sound design, this release is a testament to the power of experimentation and the endless possibilities unlocked when embracing the unconventional. From simple melodies that linger in the subconscious to the percussive beat patterns that propel the listener forward. This track “The Undefined and Indeterminate” is a testament to the limitless potential of what can be done, using very simple musical ideas as a foundation.
Streaming on Nov 3rd
So dive into this this track on Nov. 3rd, and let the ebb and flow of the music guide you through uncharted territories maybe? To sum up, one could say, the “Undefined” becomes a source of inspiration. And the “Indeterminate” transforms into a wellspring of creativity.😎
