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Getting the right scream for an angry goat in a Doritos crowdsourced Super Bowl spot was just part of the job for the musicians at Tunewelders, a 5-year-old music production company in Atlanta. The shop specializes in customized music and sounds for brands and programming, ranging from goofy to solemn, such as a patriotic melody underlining NFL players reading the Declaration of Independence—another promo Tunewelders did for this year’s Super Bowl audience. Guitarist Ben Holst is co-founder, producer and creative director of Tunewelders.