Loudness is always a fun topic to discuss, especially when it comes to producing music. I think it's safe to say that it's more exciting to listen to a loud song than a quiet one. But, part of the problem is when a song is mixed too loud, it loses its punch. But there is a sweet spot, and with the Loudness War seemingly coming to an end, it's now easier to produce quality music that's “professionally loud”.
Recently, a lot of streaming services like Spotify have decided to make all music the same level. So an extremely loud song will be turned down and an extremely quiet song will be turned up. That being said, when loud songs are turned down to match quieter ones, it will lack some of the clarity and punch of the quieter song. I do, however, want to mention that not every music player will auto adjust the volume.
So how do you determine how loud a song should be? I'd personally recommend mixing it as quiet as you can before it becomes noticeable in your genre. The reason I'd recommend that is because you absolutely want your song to have competitive levels when mixing, but you don't want it to sound bland and lifeless. And when songs are mixed too loud, nothing in it will stand out and it won't sound exciting. Loud music is great, but there is a such thing as too loud.
One tip I learned a while ago is to mix your entire song as loud as you can before any clipping occurs. That's going to help prevent any unnecessary artifacts when you put it through the limiter. Then, you gradually increase the gain until it matches the volume of other songs in your genre. Modern limiters are amazing, just be sure not to abuse them and you'll be fine!
(My favorite limiter is Toneboosters Barricade 4 because of its quality and ease of use)