The really good rule of thumb/starting point is to bring the reverb up until you know you can hear it, then back it off just until you can't be sure you hear it. Then judge how much is there by playing the song and hitting stop and seeing how much is actually there as the tail fades. If you do it right, you can get away with quite a bit of reverb that no one actually notices is there.
There are plenty of exceptions but since such a huge amount of existing music has reverb applied similar to what I just described, it's the place to start.
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Music is what feelings sound like.
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