I've been reading up a bit lately on the "ending of the loudness war". It's said that digitally music providers such as Spotify and iTunes etc level-matches each song before release. Does anyone know if this is true? For instance: Supposedly if a song is mastered over the top to, let's say 8 LUFS, Spotify lowers the whole blob of music to where it sits around 16 LUFS (16 is the number I've read for Spotify).
But it is weird though.. I have this client (a non-paying friend really) who writes songs that I record, and when mastering, I usually send him 4 different versions and the only thing I change is the loudness. Every time he choses the loudest one.