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If you focus on just his coughing, it's like he starts laughing, then he starts chuckling with happy music accompanied by an image of death on a horse. For that alone, this was my favorite trailer of all the DLC in my opinion.
While this doesn't exactly answer your question, if you flip back through the dev diaries (pre-Conclave I believe) there was an entire dev diary written by Paradox's sound designer where they explain how they did the new death sound effects and sound effects in general. That might be of some interest to you.
If you focus on just his coughing, it's like he starts laughing, then he starts chuckling with happy music accompanied by an image of death on a horse. For that alone, this was my favorite trailer of all the DLC in my opinion.