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Recently in the UK, there has been a trend of the 'radio mix' actually being a different PRODUCTION of the track, usually with added loops/drums/bells and whistles. The mixer is actually called to provide 'additional production and mix', and is usually credited as such. Two tracks that immediately spring to mind are Damien Rice's "Cannonball" and David Gray's "Babylon", both huge radio smashes, with album versions that are more stripped-back.
Regarding the loudness wars, I still use Nirvana's "Nevermind" as a reference that always sounds great on radio/TV, and that is mastered very conservatively, at about +3 VU only, just like it came off the board probably, compared to modern rock records that are at +8 or +9 or louder.
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