When Dhol meets digital: Gen Z’s folk love affair.
In an era dominated by reels, rap, and remixes, one might assume that traditional Indian folk music has faded. But something extremely surprising is happening in the modern music space. From Rajasthan’s earthy Manganiyar tunes to Assam’s soulful Bihu beats, Gen Z is tuning in, turning up, and celebrating the very folk traditions that once belonged to their grandparents’ generation. The outcome? An engaging cultural revival led by hyper-connected youth across the globe.
Let’s understand why this generation is embracing India’s roots with such passion.
The revival of Indian folk music and dance isn’t happening in dusty archives — it’s trending on social media platforms. Artists like Maithili Thakur, the Band Prem Joshua, and fusion groups such as Indian Ocean are merging folk melodies with contemporary sounds, creating a mesmerizing tune that speaks about heritage while creating the much needed buzz.
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Folk musicians from rural India are now being discovered by millions through short-form videos. With the right hashtag and a catchy beat, a Baul singer from Bengal or a Pung drummer from Manipur are reaching the global audiences overnight. Social media has blurred the line between regional and mainstream — and Gen Z is loving the enjoyable ride.
For many young people, folk is beyond music — it’s a movement. In a world where identity is more fluid yet highly personal, reconnecting with the roots offers a unique sense of belonging and pride. Traditional juttis, Phulkari embroidery, nose rings, and folk-inspired festival outfits are all gradually making bold fashion statements on college campuses and influencer feeds.
Folk feels authentic, aesthetic, and artisanal — that deeply resonates with a generation that values originality and self-expression.
The revival of folk music isn’t nostalgia for the sake of nostalgia. The movement is driven by thoughtful reinvention. Take example of Coke Studio India’s collaborations — Punjabi folk blended with electronic trance, or Rajasthani vocals layered over indie rock. It’s not about preserving the past in a museum; it’s about giving it a new outlook with freshness.
Independent labels, several music festivals across states, and folk-centric podcasts are providing platforms to regional artists to get recognition. Even Bollywood, which once forgot folk, is making space again — think of Laung Da Lashkara (Punjabi folk with pop) or Navrai Majhi (Maharashtrian folk with modern beats).
Thanks to technology, rural India is no longer isolated to tier 1 and 2. Many Gen Z creators and influencers, raised in tier-2 or tier-3 towns, are now global storytellers. They bring their distinguished dialects, dance forms, and their daadis’ lullabies to the world stage — sometimes from their bedrooms.
Virtual reality concerts, AI-generated folk instruments, and digital archives like the Sangeet Natak Akademi's online library are ensuring the folk revival is more experimental than emotional.
The GenZs are no longer passive consumers; they’re curious learners too. Famous digital music platforms now have dedicated folk playlists. Language learning apps and YouTube channels are even teaching folk lyrics and instruments. Folk clubs are growing in college campuses along with Western rock bands. Several schools in states like Kerala and Nagaland are integrating folk heritage into formal curricula.
Beyond music, it’s about preserving oral histories, understanding regional nuances, and valuing indigenous knowledge.
There is a common proverb in art: ‘The more you go local, the more you reach global’. In a rapidly globalizing world, the folk revival is India’s cultural insurance. Gen Z is proving that tradition shouldn’t stay rigid — it can be reimagined, reinterpreted, and even remixed. And by reviving folk music, they’re keeping a centuries-old legacy alive in this digital age.
The folk revival across India is more than just a passing trend — it’s a grassroots movement driven by curiosity, creativity, and connection. Gen Z isn’t throwing away modern music; they’re enriching it with conventional, rural melodies.
This movement proves that sometimes the coolest trend is what’s been there all along.
