Put it at the end of the setup and immediately before the reveal, so the payoff lands straight after it. For a disappointing result, follow it with a game show buzzer; for a triumphant one, follow it with a cheer sound.
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This nine-second clip is a drum roll, with rapid repeated hits that build steadily toward a payoff. It gives listeners a sense of anticipation, as if an important, surprising or deliberately silly announcement is coming next. Its Portuguese name means 'let the drums roll', which matches the way it stretches the moment before a reveal.