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It may have been done with a mesh gradient fill.
After it is applied you can manipulate a grid of nodes that control the gradient to create that swirl effect
 

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I'm pretty certain it was done in Photoshop using the "chrome" filter on some text that had a gold-to-dark gradient fill and was warped over an arc.

I'm not sure how you'd recreate that in Illustrator. The only three ideas I have are drawing those swirls in manually with the pen tool, using some different colored lines and the blend tool, or using the gradient mesh tool as Glenn recommends.
 

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Typically, effects like that are done in Photoshop. One way to do something like that is create a background using various filters to get the chrome type effect, then use the text as a clipping mask. Make the dropped text below. Merge the layers together and then warp the text.
 
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