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If you're doing ITB, isolate the first "sound" of the oncoming section - the first hit, first quarternote or first chord or whatever. Put a clear and transparent reverb on it. Render it down to a separate file. Import it in, and reverse it, adjust the envelope and blend it in with the mix. That's one way. Another way is to put something of the song through a vocoder, modulate it with whatever you wish - a pink noise crescendo for example - and have that sound swosh in.
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