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Subjective tinnitus is the most common type and accounts for 95 percent of cases. Only you can hear it and it’s usually caused by exposure to excessive noise. It can appear suddenly and may last three months (acute) to 12 months (subacute), or longer. Subjective tinnitus is often accompanied by hearing loss due to hair cell nerve damage. The severity of symptoms varies from patient to patient, and largely depends on your reaction to the noise.
Although mitochondrial DNA variants are thought to predispose to hearing loss, a study of polish individuals by Lechowicz et al, reported that "there are no statistically significant differences in the prevalence of tinnitus and its characteristic features between HL patients with known HL mtDNA variants and the general Polish population." This would argue against mitochondrial DNA variants as a cause of tinnitus, but the situation might be different in other ethnic groups.
Biofeedback and stress management. Tinnitus is stressful, and stress can worsen tinnitus. Biofeedback is a relaxation technique that helps control stress by changing bodily responses. Electrodes attached to the skin feed information about physiological processes such as pulse, skin temperature, and muscle tension into a computer, which displays the output on a monitor. Patients learn how to alter these processes and reduce the body's stress response by changing their thoughts and feelings. Mindfulness-based stress reduction techniques may also help.

What does he mean by “ends up in the brain”? Essentially, something that causes even temporary hearing damage — such as exposure to very loud noise or a blow to the head — can change activity patterns in the brain in ways that cause the ringing. Even though some damage or problem in the ear triggered tinnitus to begin with, you continue to hear the sound you do because of a signal from the brain.
Atherosclerosis. With age and buildup of cholesterol and other deposits, major blood vessels close to your middle and inner ear lose some of their elasticity — the ability to flex or expand slightly with each heartbeat. That causes blood flow to become more forceful, making it easier for your ear to detect the beats. You can generally hear this type of tinnitus in both ears.