Many writers and arrangers feel that when their song is in risk of getting a bit tired, it can be given a fresh lease of life by shifting the whole song up a key, usually in between choruses, towards the beginning of a 'repeat-till-fade' section.
You may have heard this technique informally referred to as 'modulation,' but the correct ethnomusicological term is the truck driver's gear change. Here's a list of artists who used this technique.
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