Production technique has become so advanced with the introduction of tools like Celemony Melodyne, the pitch and time editor for recorded audio which blew uas all away when it was unveiled.
I remember that press conference at Musik Messe when they introduced polyphonic audio editing - never heard a bunch of hacks applaud with so much sincerity before, or since.
Since then, people have been figuring out innovative new ways to use this tool aside from just straightening out poor vocal takes. Its also jolly good for patching badly out of tune analog synths btw.
Anyhow, here's a tip for getting tweaky with a lead vocal to create complex Shimmer Reverb on certain key phrases. It sounds lovely and follows the trend of deep vocal editing to create something pretty special at the top of the track.
If you already own Melodyne, its worth checking out the Celemony Youtube channel, as there are a number of useful tutorials which take you out of the standard pitch correction use.