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High Violet was the result: a more outgoing disc than their previous efforts, in which the subtly unconventional music of the Dessner brothers and the band's fraternal rhythm section strove to reach the bigger halls; to cast off the idea that the National were miserable and (whisper it) a little dull.
West employed as many unconventional marketing methods as he could conjure up: He shunned preorders for the disc, shrugged off radio and limited his promotional appearances.
Quickly, Mr. Ross fired a string of top lieutenants, started experimenting with unconventional advertising campaigns and went against industry norms for a DVD release ("Alice in Wonderland" discs arrived in stores about a month earlier than was typical).
Using a specially designed, sub-scale disc brake testing system, a series of experiments was conducted to study the friction, wear, and frictional heating characteristics of both conventional and unconventional candidate disc brake materials.
"Unconventional glam.
Unconventional geniuses.
Unconventional forces require unconventional tactics.
Nothing too unconventional there.
"A little unconventional, though".
Unconventional gets rewarded".
His game was unconventional.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com