"We wanted to make it sound a bit like a Neil Young album, " says O'Brien, who recorded Becoming a Jackal with engineer and co-producer Tommy McLaughlin.
You make a socially networked enterprise sound like routine and dull work.
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The clever bit (and forgive me - it's hard not to make this sound like a plug) is wrapped up in the software being worked on by a team of about 70.
How can you make yourself sound and look like a successful small businessperson in an environment like this?
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The refinements make the RAZR2 V8 sound like a winner to us: a pity it had to be such a long time coming.
And with a free companion smartphone app available on iOS or Android, you can tweak what you're hearing to make it sound like you're in a concert hall, a jazz club or a quiet room.
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This may sound like a complicated way to make a telescope move, but the problem is, there is nothing in empty space to push on.
That doesn't sound like a herculean task to Americans who make hard choices every day.
They both had a wonderful, surreal humour which was able to make nonsense sound like sense.
"On a ukulele, you have to work quite hard to make it sound like music, " he said.
Monty also wants to make sure that bloggers sound like they usually sound when they review a car.
They make the vuvuzela sound like Louis Armstrong playing Gabriel's trumpet on a cloud in heaven.
She said she was "making a valid point about how the public view us and whether or not we need to make the cabinet sound more like modern Britain".
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