Watch the Keith Richards online guitar lesson by Jeff McErlain from Kings of Tone
Crank it! Really, that's the secret, turn it up. Keith for many years now has been using Fender tweed Twin amps on tour. At 80 watts they are pretty loud but hey, he's Keith Richards and he can do what he wants! I find the louder I get often times the less effects I need. This is because at volume the amp is working for you by providing compression, overdrive, and sustain, many of the things that contribute to great tone. Another thing to take note of is when playing with a band you will find you need less ambient effects such as reverb. This is because the band is taking up a lot of that space and you will find that the reverb works against you.