The louder it gets the less the dynamics!!!
Since the early days of rock and roll one of the ways of getting heard on radio or a crowded Juke Joint was a simple trick. To be louder than your rival. It was a poke in the ear that said listen to me. In the good old days there was a certain limit to how loud music could be as the needle would just jump off the record due to over modulated grooves on a vinyl disc. With the advent of digital technology this is no longer the case.Its not to say loud is bad but to do it due to trends is tantamount to cutting your nose off to spite your face.
I shall be keeping the levels at a point where it most musical which is a balancing act between the mixing and the mastering stage.