Indie folk distinguishes itself through acoustic-driven melodies and lyrical storytelling, drawing inspiration from classic folk while embracing contemporary instrumentation. In the early 2010s, the genre experienced a surge in popularity, with acts such as Bon Iver, The Lumineers, Edward Sharpe and The Magnetic Zeros, and Of Monsters and Men defining the era.
This period was so distinctive that the phrase “stomp clap hey” emerged to define the group sing-alongs, hand claps, stomping and shouting “Hey!” However, the era proved fleeting. A few years later, the distinctive, heartfelt sounds that defined the genre had receded from mainstream visibility.
The advent of Spotify has changed how listeners discover and engage with music. No longer must you scour the internet to find tracks suited to your preferences or explore new genres. The platform has built an ecosystem designed to constantly introduce you to new music with minimal effort.
The New Wave of Folk Artists
New creators are making waves in the indie folk genre, offering a blend of upbeat country, slow alternative, classic folk and modern instrumentation. One of today’s rising artists is Noah Kahan, whose songs strike a sweet spot between emotional lyricism and commercial success. His song “Stick Season” first went viral on TikTok, prompting listeners to his Spotify profile to listen to the full track.
“So I had all these verses and choruses, and I put them on TikTok and crowdsourced the album in a lot of ways. I would see a positive response [and think] OK, I’m doing something good and I can keep going with it. That would help me finish them. A lot of the success of this album is definitely born on TikTok,” he says.
Now, as colder months approach, the warm, organic sound of acoustic guitars, raw vocals and pianos creates a sense of coziness and intimacy. Indie folk is ideal for moods like “chill,” “focus,” “sad” and “introspective.” An unknown artist can have their song placed on a massive playlist like “Acoustic Covers” and find an audience overnight, bypassing the need for extensive marketing campaigns that the “stomp clap hey” era relied on.
In such playlists, you’ll likely encounter Hozier, Phoebe Bridgers, Lord Huron and Bon Iver. Hozier’s breakthrough was “Take Me to Church,” while Lord Huron’s “The Night We Met” went viral on TikTok. The genre has also helped independent artists gain recognition, such as Madi Diaz, whose album received two GRAMMY® nominations for Best Folk Album and Best Americana Performance. As these artists demonstrate, the genre continues to evolve and offers a space where all artists can achieve commercial success.
From Niche Genre to Playlist Staple
Passive listening has become the new norm, with audiences often incorporating it into their daily routines using curated playlists. Given people’s evolving listening habits, Spotify curators identified various contexts where music could provide a meaningful background. They crafted playlists like “Fresh Folk,” “Tender Acoustic” and even “Sad Girl Starter Pack,” collections that spotlight the organic, light-hearted textures emblematic of modern indie folk.
Contemporary music culture is largely shaped by meticulously produced pop and electronic tunes. In contrast, modern indie folk music distinguishes itself through its authenticity, offering a distinct alternative to the larger-than-life appeal of mainstream music. An artist can record their song in their bedroom, upload it to Spotify and, if it resonates with listeners, the algorithm can help it become a hit.
What’s Next for Indie Folk?
Despite its musical merit, indie folk has drawn criticism on social media, where users have associated it with a “cringey” cultural movement. Some say the music is inseparable from the early 2010s “millennial hipster” aesthetic. According to New York University associate professor Martin Scherzinger, hating the music is an easy outlet for frustration about bigger issues.
“The periodic eruptions of collectivized hating on a music genre — branding ‘stomp clap hey’ as indie gentrification, the commercialization of whimsy, nostalgic inauthenticity, etc. — is often a kind of trend of its own, a slightly misguided target for a larger issue concerning social and class resentment. Like so many other cultural eruptions, this is identifying a dated genre as a bigger problem than it ever was; a cultural response to a structural issue facing us today,” Scherzinger says.
Despite the criticism, indie folk endures. Established talents such as Noah Kahan, alongside emerging artists like Madi Diaz, continue to expand the genre’s appeal across diverse audiences. At its core, indie folk’s sustained popularity comes from its authentic songwriting and minimalist arrangements, two qualities that resonate in today’s personalized, algorithm-driven music landscape.
