What has helped me with this was seeking out local bands and seeing them live. Check out local bars with live music nights or open mics, wander around the biggest city in your area and look for interesting flyers and stickers, or [other useful advice]. As a bonus, when you find bands you like they often play shows with bands that are of a genre you'd never seek out yourself.

I mean, not to be a shill, but Spotify makes playlists every Monday and Friday showcasing new but older and new new music respectively. So it kinda does just come to you

To pair with this, we're now bearing the fruits of having unlimited media available to us. You can hear rappers on SoundCloud that directly influence metal from the 2000's, you can hear artists from small countries reference shows like Community, or US artists reference the UK show The Inbetweeners. Even at the top, Taylor Swift referenced a song called Best Of Me by The Starting Line in one of her songs, and now thousands of fans have swarmed to listen to their music, despite the band being split up and the front man now making new music under Vacationer - also getting a fan bump.

Years ago I listened to a podcast from someone that was in a band called Busted in the UK. The went deep into how they wanted their band to be like Sum 41, but how within about 6 weeks they had released a pop album, were on your, and on covers of magazines as the new face of pop. Many bands saw the rise of pop punk, and feel that the UK (and other countries in Europe) missed the boat because the recording industry was stuck in the past. Look back at pop punk and tell me how many bands of that era weren't from North America, and look at how many were eventually churned out once the recording industry shifted towards downloads and streaming.

Influence is everywhere now, and those that seek out music are rewarded.