I believe that he mistakenly is talking about using a "loudness button or control as used at low listening levels" and you are talking about the knob (control) the controls the volume of the music. And on AK there is a lot a emotional response to the use of a loudness button, but that is a discussion for another thread and does not address your question.
It is the control that controls the volume of music? As I understand what you mean "quite loud" means that you cannot decrease the volume, is this correct?
If it is and you have given a good cleaning, it may be a couple of things. This is a common symptom of a bad ground connection to the volume control or it may be a defective control. Other things may come into play, but these are two common issues with this type of symptom.