It is a term mainly used to promote modern progressive country, modern western swing, contemporary folk, roots rock, rockabilly, and other American roots music genres not popular in the mainstream.
Other terms for this include "Alternative Country," "No Depression" (this name came from the title of an Uncle Tupelo album and is also the name of the leading Americana Music magazine), "Insurgent Country," "Cowpunk" (in the 1980s), and other names.
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