High in the mountains they were listening to a chorus of cowbells and looking for wild marmots.

FORBES: Magazine Article

Except for the distant clunking of cowbells sounding from the darkness, nothing stirs.

BBC: Legends of the Italian Dolomites

Already steeped in Alpine history, cowbells have become a global success and Winter Olympic icon over the last two decades.

CNN: The art of noise in sport: How the cowbell came of age

With the cowbells greeting his victorious arrival at the finish line, Hirscher soaked up the adulation in front of an adoring crowd.

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The company has changed with the times -- it now makes GPS tracking devices for livestock -- but when a Winter Olympics is within sight, cowbells become their hottest commodity by far.

CNN: The art of noise in sport: How the cowbell came of age

Balls bounce off the hanging catwalks, others are lost in the ceiling, the power goes out due to electrical issues, and a cacophony of cowbells and foghorns and screaming Rays fans echo around the dome.

WSJ: Tropicana Demons Exorcised

As its name suggests, opening act Does It Offend You, Yeah? doesn't take itself terribly seriously: The British electro-rock band infuses its ambitious and chaotic music with bass slaps, cowbells, and signifiers of '80s pop, not to mention healthy doses of electronic screeching.

NPR: Black Kids and Does It Offend You, Yeah? in Concert

Suncor handed out branded cowbells.

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