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I automate (or not, when using analog mixers without automation, then just do it on the fly) a lot. Like Massive said, it may not sound as dramatic or as obvious as filters and such, but volume balances have an effect, sometimes even psychologically.
In most music, dynamics between the different parts (this is sometimes called macrodynamics) play a very important role in music. And that's both a function of composition (if many and loud instruments play, of course it will be louder), but also of volume riding.
Listen to most tunes very critically, and you'll notice that the good ones usually have lots of stuff going on, in different levels. It could be as simple as just a little volume boost on a hihat once in a phrase, or it can be much more complicate. And indeed, there's no rules there. But it can create a feeling you can't really explain, but it's undeniably there.
If you just set your levels once and leave them static, you'll find your tune to be pretty static too. Music must breathe, be alive. There must be a flow going on. And you can achieve that with all sorts of stuff, including automation of levels.
Of course, there are also times you'll automate for technical reasons. One instrument fits fine at that level in the first part of the tune, but gets masked later on. Most people will jump on the compressor immediately, but that could take out the life of the sound. Volume riding can solve this.
I keep repeating it, but I find it to be continuously true : music is an illusion which you create. If you can fool us into believing it sounds great, it SOUNDS great (except for some audiophiles that are always a pain in the a** when it comes to this ).
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