More Than just a Hype: The Post-Pandemic popularity of Dutch Music
Dutch pop and folk music are getting more and more popular both in the Netherlands and internationally. It was incredibly visible in the Dutch Spotify Wrapped results, where 7 of the 10 most popular songs were Dutch, more than in previous years. This trend was also reflected in the rising export value of Dutch music which reached a record high of 247 million euros in 2025 according to research commissioned by Buma Cultuur.
The music landscape
Frank Helmink, director of Buma Cultuur, leads an organization in the Netherlands that is dedicated to promoting music created by Dutch artists. Buma Cultuur aims to increase the presence of Dutch music within the national market as well as internationally. The organization achieves this mission by supporting major music events such as ADE and Eurosonic, as well as award shows like Buma Awards. Through these initiatives, they have observed a significant shift in the popularity of Dutch-language songs. A few years ago, it was considered a success if two Dutch songs reached the top 20 most popular tracks on the Buma Awards list. This year, however, 16 out of the 20 most popular songs are Dutch speaking, highlighting a remarkable change in the music landscape.
Glocalization
Helmink links the growing popularity of Dutch music to a broader societal shift toward living more locally. He tells that “Since the Covid-19 pandemic, people have increasingly focused on supporting local businesses”. According to Helmink, this shift is also reflected in music consumption: audiences have shown a greater interest in local artists and Dutch-language songs. What began as a change during the pandemic has continued to develop and keeps on gaining momentum. The article ‘glocalization’ of Music Streaming within and across Europe by Will Page and Chris Dalla Riva discusses the influence of social media platforms on Glocalization, a linguistic hybrid of globalization and localization. According to them Tiktok, which massively grew during the Covid-19 pandemic, serves as the “pole-position” for artist recognition, allowing local talent to be discovered both domestically and internationally.
The international recognition of Dutch music is only now beginning to recover from the losses caused by the pandemic. Export value includes rights and recordings, but it primarily depends on live performances abroad, a segment that was, of course, severely impacted during COVID-19.
Success of Dutch artists
Someone who has observed this trend is Berend Schans, director of the Vereniging Nederlandse Poppodia en -Festivals, an organization dedicated to creating optimal conditions for live pop culture. He explains that recent research conducted by the organization highlights this rise in popularity. The annual pop venue and festival figures from the VNPF also show that there are still fewer international artists performing at concerts and club nights than before the pandemic. Possible causes include the higher costs of international touring, limited travel options (for example due to Brexit), as well as the growing success of Dutch artists. Schans explains that the quality and professionalism of Dutch artists continue to improve, partly thanks to strong training at conservatories.
More than a hype
Helmink reflects on the surge in popularity of Dutch hip-hop a few years ago, a trend that ultimately proved to be short-lived. However, he believes the current rise in Dutch-language music is different. According to Helmink, the hip-hop wave at the time appealed to a relatively specific audience. In contrast, today’s Dutch hits reach a much broader demographic, essentially the general Dutch public, making the trend more sustainable. “You can’t escape popular Dutch songs like Engelbewaarder, you hear it everywhere when you go out,” he explains. This time, it is not just a niche group listening, but a wide section of society. While Helmink acknowledges that “everything eventually comes to an end,” he emphasizes that this is more than just a passing hype.
