*One of the great innovations Richards brought to mainstream rock was alternative tuning. He would tune his guitar to an open "A" chord, allowing him to play many chords only partially fretted. This effect created dissonances and atonal results that helped produce his signature sound.
**Minor pet peeve: Who ever decided it was "the consumer"? Basically all media says it this way. Isn't it just "consumers"? There isn't one giant person opening their maw to consume all things, is there?
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